Autonomous Properties of Identity

People associate identities with distinct levels of autonomy, and these autonomous properties are driven by tendency to have others choose for them in identity-relevant contexts. In five studies, we show that making salient an autonomous (versus heteronomous) identity increases self-product connections, and thus reduces the likelihood of post-choice switching.


Carter Morgan, Keri L. Kettle, and Americus Reed (2020) ,"Autonomous Properties of Identity", 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.


Carter Morgan, University of South Florida (Tampa)
Keri L. Kettle, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 48 | 2020

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