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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- Partial requirement for: Ph.D., Arizona State University, 2016Note typethesis
- Includes bibliographical references (pages 46-53)Note typebibliography
- Field of study: Business administration