Research presented in this article examines the impact of private self-awareness on consumer decision making. Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer problems in determining their product attitudes and, thereby, behave in a way that...

This paper investigates whether gender identity, or the extent to which an individual identifies with socially constructed sex roles, moderates the influence of sex on typically male and female ad preferences. We distinguish primary from secondary ad stimuli. Universally, men prefer young women...

People frequently fail to see themselves as environmentally-conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed...