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This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification,

This research investigates the conditions under which people use consumption choices to signal accurate versus enhanced information about themselves to others. Across five studies, I demonstrate that activating a self-verification, as opposed to self-enhancement, motive leads consumers to choose products that signal accurate information about a self-view, even when this view is negative. I replicate this finding across several self-view domains, including physical attractiveness, power, and global self-esteem.

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    Date Created
    • 2016
    Resource Type
  • Text
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    Note
    • Partial requirement for: Ph.D., Arizona State University, 2016
      Note type
      thesis
    • Includes bibliographical references (pages 46-53)
      Note type
      bibliography
    • Field of study: Business administration

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    Statement of Responsibility

    by Daniel Carlos Brannon

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