## Abstract Choices are often identity‐based yet the identity‐to‐choice link is not necessarily obvious for reasons articulated by the identity‐based motivation model (Oyserman, D. (2009). Identity‐based motivation: Implication for action‐readiness, procedural readiness and consumer behavior. Journ
Identity-based consumer behavior
✍ Scribed by Americus Reed II; Mark R. Forehand; Stefano Puntoni; Luk Warlop
- Book ID
- 118455073
- Publisher
- Elsevier Science
- Year
- 2012
- Tongue
- English
- Weight
- 642 KB
- Volume
- 29
- Category
- Article
- ISSN
- 0167-8116
No coin nor oath required. For personal study only.
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## Abstract Choices are often identity‐based but the linkage to identity is not necessarily explicit or obvious for a number of reasons. First, identities feel stable but are highly sensitive to situational cues. Second, identities include not only content but also readiness to act and to use proce
## Abstract This commentary underscores the integrative nature of the identity‐based motivation model (Oyserman, D. (2009). Identity‐based motivation: Implications for action‐readiness, procedural‐readiness, and consumer behavior. Journal of Consumer Psychology, 19(3) (this issue)). We situate the