 The conflicting choices of alternating selvesRobyn A. LeBoeuf, Eldar Shafir and Julia Belyavsky Bayuk Organizational Behavior and Human Decision Processes, 2010, vol. 111, issue 1, 48-61 Abstract: Participants made choices after the salience of their social identities was manipulated. Choices assimilated to the salient identity, whether that identity stemmed from a person's role (e.g., student, family member) or culture (e.g., Chinese, American). Thus, the preferences that participants expressed depended on the identity that happened to be salient at the moment of choice, with participants expressing preferences when one identity was salient that conflicted with the preferences they would express were another identity salient. These effects only arose for those who held and identified with the evoked identity. Studies further revealed that such identity-congruent choices influence post-choice satisfaction and regret: participants were less satisfied with their prior choices when the identity salient during post-choice evaluation or consumption was different from the identity salient during choice, compared to when the "choosing" and "consuming" identities were the same. Implications of the findings are discussed. Keywords: Choice; Preference; reversals; Behavioral; decision; theory; Post-choice; satisfaction; Identity; salience (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jobhdp:v:111:y:2010:i:1:p:48-61 Access Statistics for this article Organizational Behavior and Human Decision Processes is currently edited by John M. Schaubroeck More articles in Organizational Behavior and Human Decision Processes from Elsevier |
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