In societies undergoing modernity, how do women use consumption to negotiate the contrasting cultural values of tradition and modernity when their own bodies are held to be sacred (Agnew, 1997;
Self-affirmation, which encourages people to ponder why their core values are important to them, promotes a broad-minded, big picture perspective of the self, and enhances psychological resources of
Previous literature on WOM has focused on consumers’ communications about their own experiences (Berger and Schwartz 2011; Dichter 1966; Dye 2000), however, consumers may also talk about others’
Self-affirmation theory holds that threats to the self can be reduced by focusing on cherished values unrelated to the content of the threat (Steele, 1988). Because threat often leads to
Research on self-affirmation theory has repeatedly shown that brief interventions designed to affirm the self-concept can produce lasting benefits on a variety of behavioral outcomes, including
