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



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