Evidence from four studies shows that signing one’s name influences consumption-related behavior in a predictable manner. Signing acts as a general self-identity prime that facilitates the activation of the particular aspect of a consumer’s self-identity that is afforded by the situation, resulting in behavior congruent with that aspect. Our findings demonstrate that signing causes consumers to become more (less) engaged when shopping in a product domain they (do not) closely identify with (studies 1 and 2), to identify more (less) closely with in(out)-groups (study 3), and to conform more with (diverge more from) in(out)-groups when making consumption choices in preference domains that are relevant to signaling one’s identity (study 4). We discuss the theoretical and practical implications of these findings.

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Research suggests that certain facets of people's political ideals can be motivated by different goals. Although it is widely accepted that emotions motivate goal-directed behavior, less is known about how emotion-specific goals may influence different facets of ideology. In this research, we examine how anger affects political ideology and through what mechanisms such effects occur. Drawing on the dual-process motivational model of ideology and the functionalist perspective of emotion, we propose that anger leads people to support conservative economic ideals, which promote economic independence and discourage societal resource sharing. Four studies support our hypothesis that anger can enhance support for an election candidate espousing conservative economic ideals. We find that anger shifts people toward economic conservatism by orienting them toward competition for resources. Implications and future research on the relationship between emotions and political ideology are discussed.

This article proposes a measurement approach to determine how consumers prefer to locate themselves in proximity to others during consumption experiences, such as when they purchase reserved seating tickets to a performance. Applied to data from locational choice experiments that simulate reserved seating assortments, administered to more than 2,000 participants, this approach reveals the importance of modeling proximity to others when studying locational choices. It also emphasizes the degree to which consumers are heterogeneous in their preferences for proximity to both focal elements (e.g., stage, screen, aisles) and other consumers. Therefore, event operators should collect data beyond purchase ticket logs and also include consumers who did not purchase. Furthermore, this study illustrates how managers can use fitted, individual-level parameters and an optimization model to make more effective seat-level availability decisions. In addition to these recommendations for managers of reserved seating venues, this article offers novel contributions to research related to advance selling, spatial models, and personal space.

is an accountant, a former collegiate volleyball player, and was crowned the world's second fittest man at the 2017 CrossFit Games: "A big part of my identity has been I've been this really good CrossFit athlete who's also held a full-time job as an accountant for a private company. And I've been really proud of that" (Brent Fikowski). Shon Hopwood briefly served in the United States Navy, then turned to robbing banks and, after serving 11 years in federal prison, became Law Professor at Georgetown University: "It makes me laugh hearing you say it out loud because there are days where it doesn't make sense to me, and I've lived it. That's because the bank robber's long dead and gone" (Shon Hopwood). Consumers are not unidimensional people. Like Brent Fikowski and Shon Hopwood, they have a sense of self that ebbs and flows, in large part because they have multiple identities that form and dissolve over time-even if their identities are less extreme than those held by Brent and Shon. Some consumers, like Brent, are proud of their multiple identities and embrace the richness of their complex self. Others, like Shon, desire to hide or forget particular identities and thus suppress aspects of their selfconcept. Yet, all consumers rely on those identities to make sense of who they are. How and when these different identities actively influence their consumption behaviour is a question central to identity-based marketing, and the focus of this chapter. DEFINITIONS The self-concept is germane to researchers in many diverse fields, ranging from organizational behaviour to child development, psychiatry to marketing. These distinct, but overlapping, literatures have used different terms interchangeably to refer to similar processes. Let me begin by defining key terms. What is "the self "? Well, people have an overall sense of who they are. They are aware that they exist, that they exist separately from other people,