Me, Myself, and My Choices: The Influence of Private Self-Awareness on Preference-Behavior Consistency

25 Pages Posted: 18 Feb 2008

See all articles by Caroline Goukens

Caroline Goukens

KU Leuven - Department of Applied Economics

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB)

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Date Written: 2007

Abstract

Research presented in this article examines the impact of private self-awareness on consumer decision making. Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer problems in determining their product attitudes and, thereby, behave in a way that is more consistent with their own personal product preferences. In study 1, the authors found that the compromise effect and the attraction effect are both dramatically reduced under self-awareness, suggesting that self-awareness helps individuals in identifying which attributes are really important to them. This conjecture was confirmed by study 2, in which it was found that the effect of self-awareness on context effects was mediated by more articulated attribute preferences and indistinguishable from the effects of a manipulation that induced people to think of their preferences in advance. In study 3, the authors found that self-aware consumers are more likely to stick to their personal favorite choice options when composing a product set. These findings are consistent with the idea that self-awareness increases consumers' sense of their personal attitudes towards each choice option.

Keywords: Research, Impact, Decision, Decision making, Studies, Problems, Product, Personal, Preference, IT, Effects, Choice, Options

Suggested Citation

Goukens, Caroline and Dewitte, Siegfried and Warlop, Luk, Me, Myself, and My Choices: The Influence of Private Self-Awareness on Preference-Behavior Consistency (2007). Available at SSRN: https://ssrn.com/abstract=1094748 or http://dx.doi.org/10.2139/ssrn.1094748

Caroline Goukens

KU Leuven - Department of Applied Economics ( email )

Naamsestraat 69
B-3000 Leuven
Belgium

Siegfried Dewitte

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

Luk Warlop (Contact Author)

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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