How Asking “Who am I?” Affects what Consumers Buy: The Influence of Self-Discovery on Consumption

Are you type A or type B? An optimist or a pessimist? Intuitive or analytical? Consumers are motivated to learn about the self, but they may not always accept what they learn. This article explores how the desire for self-discovery leads people to seek but not necessarily accept the feedback they receive and the implications this has for consumption behavior. Specifically, this article examines the case of consumers who value being...