Title: Me, myself, and my choices: The influence of private self-awareness on choice
Authors: Goukens, Caroline ×
Dewitte, Siegfried
Warlop, Luk #
Issue Date: 2009
Publisher: American Marketing Association
Series Title: Journal of marketing research vol:46 issue:5 pages:682-692
Abstract: This article examines the impact of private self-awareness on consumer decision making. In four studies, the authors show that the ease of preference formation accompanying private self-awareness makes people more willing and able to rely on their personal preference weights. As the authors predict, privately self-aware consumers are less inclined to opt for a varied choice set (Study 1) and less likely to select compromise options (Studies 2 and 3), unless it is too difficult for them to construct their personal preferences (Study 4).
ISSN: 0022-2437
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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