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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

Self-Concept in Consumer Behavior: A Critical Review

M. Joseph Sirgy
DOI: http://dx.doi.org/10.1086/208924 287-300 First published online: 1 December 1982


The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.

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