The present research shows that when a confidently held self-view (e.g., "I am an exciting person") is temporarily cast in doubt, individuals are motivated to choose products that bolster their original self-view (e.g., choosing brands with exciting brand personalities). The findings across...

Consumption experiences typically involve inputs from multiple sensory modalities. However, consumer research has seldom investigated how multiple sensory inputs may interact to affect such experiences. This research examines whether inputs from one sensory modality can influence the experience...