Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior

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 procedures congrue...

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Veröffentlicht in:	Journal of consumer psychology 2009-07, Vol.19 (3), p.250-260
1. Verfasser:	Oyserman, Daphna
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behaviour Identity Motivation Readiness Situational cues
Online-Zugang:	Volltext
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