The conflicting choices of alternating selves
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 111 (2010)
Issue (Month): 1 (January)
|Contact details of provider:|| Web page: http://www.elsevier.com/locate/obhdp|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- S. Christian Wheeler & Jonah Berger, 2007. "When the Same Prime Leads to Different Effects," Journal of Consumer Research, Oxford University Press, vol. 34(3), pages 357-368, 07.
- George A. Akerlof & Rachel E. Kranton, 2002. "Identity and Schooling: Some Lessons for the Economics of Education," Journal of Economic Literature, American Economic Association, vol. 40(4), pages 1167-1201, December.
- Schelling, Thomas C, 1984. "Self-Command in Practice, in Policy, and in a Theory of Rational Choice," American Economic Review, American Economic Association, vol. 74(2), pages 1-11, May.
- Mannetti, Lucia & Pierro, Antonio & Kruglanski, Arie, 2007. "Who regrets more after choosing a non-status-quo option? Post decisional regret under need for cognitive closure," Journal of Economic Psychology, Elsevier, vol. 28(2), pages 186-196, April.
- Andrade, Eduardo B. & Ariely, Dan, 2009. "The enduring impact of transient emotions on decision making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 109(1), pages 1-8, May.
- Deshpande, Rohit & Hoyer, Wayne D & Donthu, Naveen, 1986. " The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 214-220, September.
- H. M. Shefrin & Richard Thaler, 1977.
"An Economic Theory of Self-Control,"
NBER Working Papers
0208, National Bureau of Economic Research, Inc.
- George A. Akerlof & Rachel E. Kranton, 2000. "Economics and Identity," The Quarterly Journal of Economics, Oxford University Press, vol. 115(3), pages 715-753.
- Tsiros, Michael, 1998. "Effect of Regret on Post-choice Valuation: The Case of More Than Two Alternatives," Organizational Behavior and Human Decision Processes, Elsevier, vol. 76(1), pages 48-69, October.
- George A. Akerlof & Rachel E. Kranton, 2005. "Identity and the Economics of Organizations," Journal of Economic Perspectives, American Economic Association, vol. 19(1), pages 9-32, Winter.
When requesting a correction, please mention this item's handle: RePEc:eee:jobhdp:v:111:y:2010:i:1:p:48-61. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Shamier, Wendy)
If references are entirely missing, you can add them using this form.