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The “Shaken Self”: Product Choices as a Means of Restoring Self-View Confidence
Abstract
The present research shows that when a confidently held self-view (e.g., “I am an exciting person”) is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self-view (e.g., choosing brands with exciting brand personalities). The findings across three studies suggest that subtle manipulations can temporarily “shake” one's self-view confidence, resulting in an increased propensity of choosing self-view-bolstering products in a subsequent choice task. The consequences of the “shaken self” for product choices are examined in different self-domains. The findings also suggest that the effects of the shaken self are attenuated when individuals have the opportunity to restore their self-view confidence prior to the final choice task.
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Metadata
- Authors
- Gao, L., Wheeler, S. C., & Shiv, B.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2009-06
- Volume
- 36
- Issue
- 1
- Pages
- 29-38
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2173898985
- Cited by
- 369
- References
- 40
- FWCI
- 23.91
- Type
- journal article
- Language
- en
- Open access
- closed
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