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The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence

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  • Leilei Gao
  • S. Christian Wheeler
  • Baba Shiv

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Leilei Gao & S. Christian Wheeler & Baba Shiv, 2009. "The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 29-38, June.
    • Handle: RePEc:oup:jconrs:v:36:y:2009:i:1:p:29-38
    DOI: 10.1086/596028
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