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Consistency in identity-related sequential decisions.

Dikla Perez1, Yael Steinhart2, Amir Grinstein3,4

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Consumer product choices often reflect personal or social identities. High expected visibility of a product in initial decisions increases the likelihood of consistent identity expression in subsequent choices, driven by self-presentation needs.

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Area of Science:

  • Consumer Behavior
  • Social Psychology
  • Marketing Science

Background:

  • Consumers frequently make sequential decisions to express personal or social identities.
  • Understanding factors influencing identity consistency in consumer choices is crucial for marketing and psychological research.

Purpose of the Study:

  • To identify a key factor influencing identity consistency in sequential consumer decisions.
  • To investigate the role of product visibility and self-presentation in shaping consumer behavior.

Main Methods:

  • A field experiment and four laboratory studies were conducted.
  • An internal meta-analysis was used to synthesize findings.
  • The studies examined the impact of expected product visibility on decision consistency.

Main Results:

  • Higher expected visibility of a product in the first decision leads to greater consistency in subsequent choices.
  • Self-presentation was identified as a key mediator of this effect.
  • Low integration between decision-related identities may weaken this consistency.

Conclusions:

  • Expected product visibility significantly influences consumers' tendency to maintain a consistent identity across sequential decisions.
  • Findings have implications for identity research and provide practical insights for marketers.
  • Marketers can leverage product visibility and communication strategies to encourage or discourage consistent consumer behavior.