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“I Am” Versus “I Do”: How Using First-Person Copular Versus Verbal Identity-Referencing Phrases Affects Identity-Related Behavior

Author

Listed:
  • Keri L. Kettle
  • Americus Reed
  • Carter Morgan
  • Vanessa Tinlin
  • Rohan Garg

Abstract

Consumers reference their identities using phrases that can take either copular form (e.g., “I am a Democrat”) or verbal form (e.g., “I vote Democrat”). How might the identity-referent phrases a consumer uses affect how they seem themselves? We examine how using copular versus verbal identity-referent phrases affects the consumer’s self-concept and identity-related behavior. In seven experiments, we demonstrate that using copular (“I am”) identity-referent phrases (1) increases identity self-importance more than using verbal (“I do”) identity-referent phrases, (2) spreads to closely overlapping identities, and promotes identity-congruent behavior.

Suggested Citation

  • Keri L. Kettle & Americus Reed & Carter Morgan & Vanessa Tinlin & Rohan Garg, 2026. "“I Am” Versus “I Do”: How Using First-Person Copular Versus Verbal Identity-Referencing Phrases Affects Identity-Related Behavior," Journal of the Association for Consumer Research, University of Chicago Press, vol. 11(2), pages 131-144.
    • Handle: RePEc:ucp:jacres:doi:10.1086/740065
    DOI: 10.1086/740065
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