I Choose; Therefore, I Am? Impact of Identity Choice on Brand Evaluation

Some identities are assigned to the individual (gender), others are deliberately chosen or acquired  through choices (professional). We demonstrate that the degree of choice inherent in an identity that is made salient influences an individual's psychological empowerment and, therefore, their attitudes towards entities such as brands associated with that identity.


Sheikha Alia, Niranjan Janardhanan, and Ali Faraji-Rad (2021) ,"I Choose; Therefore, I Am? Impact of Identity Choice on Brand Evaluation", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 164-165.


Sheikha Alia, Koc University
Niranjan Janardhanan, London School of Economics and Political Science
Ali Faraji-Rad, University of Maryland


NA - Advances in Consumer Research Volume 49 | 2021

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