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

C. Goukens*, S. Dewitte, L Warlop

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


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
Issue numberOctober
Publication statusPublished - 1 Jan 2009

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