Riis, Jason; Simmons, Joseph P.; Goodwin, Geoffrey P. - In: Journal of Consumer Research 35 (2008) 3, pp. 495-508
Four studies examined the willingness of young, healthy individuals to take drugs intended to enhance their own social, emotional, and cognitive traits. We found that people were much more reluctant to enhance traits believed to be more fundamental to self-identity (e.g., social comfort) than...