While recent research has demonstrated that consumers sometimes choose options to construct and communicate their identity, these findings have generally focused on the symbolic content of the option, and have largely ignored the structural aspects of the choice and self. This article...

The authors examine how a reference to an unrelated product in the choice context impacts consumers' likelihood of donating to charity. Building on research on self-signaling, the authors predict that consumers are more likely to give when the donation appeal references a hedonic product, as...