Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures. To...

Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the...

Research on the role of identity in choice varies widely across fields like psychology, philosophy, consumer behavior, and economics, in both the key questions addressed and the methods of investigation. Although a large literature has established how salient aspects of identity affect attitudes...