Putting on a Show or Showing My True Self? When and Why Consumers Signal Accurate versus Enhanced Self-View Information
abstract: 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...
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| Format: | Doctoral Thesis |
| Language: | English |
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2016
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| Online Access: | http://hdl.handle.net/2286/R.I.38595 |