Multiple Routes to Self versus Other-Expression in Consumer Choice

Studies of consumer decision making often begin with the identification of a dimension on which options differ, followed by an analysis of the factors that influence preferences along that dimension. Building on a conceptual analysis of a diverse set of problems, we identify a class of related consumers choices (e.g., extreme versus compromise, hedonic versus utilitarian, risky versus safe) that can all be classified based on their levels of self- versus other-expression (or un/conventionality). As we show in four studies, these problem types respond similarly to manipulations that trigger or suppress self-expression. Specifically, priming self-expression systematically increases the share of the self-expressive options across choice problems. Conversely, expecting to be evaluated decreases the share of the self-expressive options across the various choice dilemmas. Additionally, priming risk-seeking increases only choice of risky gambles, but not of other self-expressive options. Our findings highlight the importance of seeking underlying shared features across different consumer choice problems, instead of treating each type in isolation.