Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice

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Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences (2013, background): “For example, to the extent that one's self-esteem is contingent upon the attainment of certain goals, acquisitions may serve as a self-signal (Chaplin & John, 2007; Dhar & Wertenbroch, 2012; Richins, 2011).”
When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest (2019, background): “Identity-relevant products serve as identity signals; they communicate something about the consumer’s identity to the self and to a broader audience (Berger and Heath 2007; Dhar and Wertenbroch 2012).”
Cross-Domain Effects of Guilt on Desire for Self-Improvement Products (2015, background): “…thus focus on better understanding how the public or private nature of a self-improvement option—and its implications for self-signaling (e.g., Dhar and Wertenbroch 2012; Savary, Goldsmith, and Dhar public commitments to self-improvement (e.g., Weight Watchers, Alcoholics Anonymous) might…”
The effects of promotions on hedonic versus utilitarian purchases (2017, background): “…are based on the concept of hyperopia (e.g. Haws & Poynor, 2008; Kivetz & Keinan, 2006; Kivetz & Simonson, 2002a) and on the notion that it is more difficult to justify hedonic consumption than utilitarian consumption (e.g. Dhar & Wertenbroch, 2012; Kivetz & Simonson, 2002b; Okada, 2005).”