The “Shaken Self”: Product Choices as a Means of Restoring Self-View Confidence
Leilei Gao, S. Christian Wheeler, Baba Shiv
Journal of Consumer Research · 2009 · Volume 36 · Issue 1
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 examined 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.
Keywords
Self-Concept, Choice (Brand or Product Level), Attribution/Self-Perception, Preferences
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