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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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