Choosing Between “Me’S”: Why Greater Self-Variety Makes It More Difficult to Choose Between Identity Goods

We argue that the difficulty of choosing between two identity goods depends on self-variety, or the extent to which the self is composed of many diverse identities. We demonstrate that individuals with high (low) self-variety perceive identity goods as being dissimilar (similar), making it harder (easier) to choose between them.



Citation:

Sara Loughran Dommer and Karen Page Winterich (2020) ,"Choosing Between “Me’S”: Why Greater Self-Variety Makes It More Difficult to Choose Between Identity Goods", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 963-967.

Authors

Sara Loughran Dommer, Georgia Tech, USA
Karen Page Winterich, Pennsylvania State University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media

Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna

Read More

Featured

Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.