Working Papers

Preference for Material Products in Identity-Based Consumption

Maria Cristina Cito

SDA Bocconi School of Management

Stefano Puntoni

Erasmus University

Eugina Leung

Tulane University

Gabriele Paolacci

Rotterdam School of Management

Nov 11, 2020

Investigates how preferences for dematerialized (digital) products depend on individuals’ identity motives in consumption. Confirms that consumers are more likely to prefer material products when they are driven by identity motives. For such individuals, self-verification may play an important role in explaining when and why they are resistant to dematerialized products.

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