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

  • Gao L
  • Wheeler S
  • Shiv B
  • 265

    Readers

    Mendeley users who have this article in their library.
  • 121

    Citations

    Citations of this article.

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 ex- amined 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.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Leilei Gao

  • S. Christian Wheeler

  • Baba Shiv

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free