Working Papers

Boundaries of Self-Expression: Identity Saturation and Brand Preferences in Consumer Choice

Alexander Chernev and David Gal

Jan 1, 2009

Investigates the ways in which consumers use brands for self-expression, and how identity saturation—the proliferation of alternate means of self-expression—may diminish that benefit and decrease brand preference.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.