Choice and self: how synchronic and diachronic identity shape choices and decision making

@article{Urminsky2014ChoiceAS,
  title={Choice and self: how synchronic and diachronic identity shape choices and decision making},
  author={Oleg Urminsky and Daniel M. Bartels and Paola Giuliano and George E. Newman and Stefano Puntoni and Lance J. Rips},
  journal={Marketing Letters},
  year={2014},
  volume={25},
  pages={281-291}
}
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 and norms, less is known about how beliefs concerning identity are shaped and how these beliefs affect decision making. In this review, we cover recent insights into these issues and summarize some… 

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