Activating the Self-Importance of Consumer Selves: Exploring Identity Salience Effects on Judgments

Playing It Safe: Susceptibility to Normative Influence and Protective Self-Presentation

Wooten, David B., (2004)

FIELDWORK - The Complexity of Identity - Unlike static demographic and psychographic techniques, identity marketing taps into the multi-layered and fluid nature of who customers are and who they want to be.

Reed II, Americus, (2005)

Articles - A Social Dilemma Perspective on Cooperative Behavior in Organizations: The Effects of Scarcity, Communication, and Unequal Access on the Use of a Shared Resource

Aquino, Karl, (1998)