Consistency in identity-related sequential decisions.
Consumers often make decisions that reflect either personal or social identities. In many cases, such decisions are made along a sequence. Our research introduces a central factor that influences consumers' likelihood of expressing a consistent identity type along a sequence of decisions: the e...
Main Authors: | , , , |
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Format: | Article |
Language: | English |
Published: |
Public Library of Science (PLoS)
2021-01-01
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Series: | PLoS ONE |
Online Access: | https://doi.org/10.1371/journal.pone.0260048 |