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The conflicting choices of alternating selves

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  • LeBoeuf, Robyn A.
  • Shafir, Eldar
  • Bayuk, Julia Belyavsky

Abstract

Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person's role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants expressed depended on the identity that happened to be salient at the moment of choice, with participants expressing preferences when one identity was salient that conflicted with the preferences they would express were another identity salient. These effects only arose for those who held and identified with the evoked identity. Studies further revealed that such identity-congruent choices influence post-choice satisfaction and regret: participants were less satisfied with their prior choices when the identity salient during post-choice evaluation or consumption was different from the identity salient during choice, compared to when the "choosing" and "consuming" identities were the same. Implications of the findings are discussed.

Suggested Citation

  • LeBoeuf, Robyn A. & Shafir, Eldar & Bayuk, Julia Belyavsky, 2010. "The conflicting choices of alternating selves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 111(1), pages 48-61, January.
  • Handle: RePEc:eee:jobhdp:v:111:y:2010:i:1:p:48-61
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    References listed on IDEAS

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    Cited by:

    1. repec:eee:deveco:v:129:y:2017:i:c:p:47-57 is not listed on IDEAS
    2. Newark, Daniel A., 2014. "Indecision and the construction of self," Organizational Behavior and Human Decision Processes, Elsevier, vol. 125(2), pages 162-174.
    3. Vollan, Björn & Landmann, Andreas & Zhou, Yexin & Hu, Biliang & Herrmann-Pillath, Carsten, 2017. "Cooperation and authoritarian values: An experimental study in China," European Economic Review, Elsevier, vol. 93(C), pages 90-105.
    4. Hoff, Karla & Pandey, Priyanka, 2014. "Making up people—The effect of identity on performance in a modernizing society," Journal of Development Economics, Elsevier, vol. 106(C), pages 118-131.
    5. Uba, Chijioke Dike & Chatzidakis, Andreas, 2016. "Understanding engagement and disengagement from pro-environmental behaviour: The role of neutralization and affirmation techniques in maintaining persistence in and desistance from car use," Transportation Research Part A: Policy and Practice, Elsevier, vol. 94(C), pages 278-294.
    6. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
    7. repec:eee:enepol:v:113:y:2018:i:c:p:87-93 is not listed on IDEAS

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