Invoking Identity Changes How Consumers Resolve Tradeoffs Franklyn

Identity expression attenuates variety seeking, the compromise effect, and balancing between goals. This is because when it comes to identity, consumers want to avoid sending mixed signals. Invoking identity thus systematically changes the way consumers resolve tradeoffs by reducing the appeal of mixed solutions—outcomes that partially satisfy multiple considerations.



Citation:

Itamar Simonson and Ayelet Fishbach (2020) ,"Invoking Identity Changes How Consumers Resolve Tradeoffs Franklyn", 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: 949-953.

Authors

Itamar Simonson, Stanford University, USA
Ayelet Fishbach, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Featured

Brought To You Live”: On The Consumption Experience of Live Social Media Streams

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA

Read More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

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.