Me, Myself and My Choices: The Influence of Private Self Awareness on Choice

C. Goukens, S. Dewitte, L Warlop

Research output: Contribution to journalArticleAcademicpeer-review

13 Citations (Scopus)

Abstract

This article examines the impact of private self-awareness on consumer decision making. In four studies, the authors show that the ease of preference formation accompanying private self-awareness makes people more willing and able to rely on their personal preference weights. As the authors predict, privately self-aware consumers are less inclined to opt for a varied choice set (study 1) and are less likely to select compromise options (studies 2 and 3), unless they find that it is too difficult to construct their personal preferences (study 4).
Original languageEnglish
Pages (from-to)682-692
Number of pages10
JournalJournal of Marketing Research
Volume46
Issue numberOctober
DOIs
Publication statusPublished - 1 Jan 2009

Cite this

Goukens, C. ; Dewitte, S. ; Warlop, L. / Me, Myself and My Choices: The Influence of Private Self Awareness on Choice. In: Journal of Marketing Research. 2009 ; Vol. 46, No. October. pp. 682-692.
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Me, Myself and My Choices: The Influence of Private Self Awareness on Choice. / Goukens, C.; Dewitte, S.; Warlop, L.

In: Journal of Marketing Research, Vol. 46, No. October, 01.01.2009, p. 682-692.

Research output: Contribution to journalArticleAcademicpeer-review

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