Wanting to Be Different Predicts Nonmotivated Change

Abstract

Actual-desired discrepancies in people's self-concepts represent structural incongruities in their self-representations that can lead people to experience subjective conflict. Theory and research suggest that structural incongruities predict susceptibility to subtle influences like priming and conditioning. Although typically examined for their motivational properties, we hypothesized that because self-discrepancies represent structural incongruities in people's self-concepts, they should also predict susceptibility to subtle influences on people's active self-views. Across three studies, we found that subtle change inductions (self-evaluative conditioning and priming) exerted greater impact on active self-perceptions and behavior as actual-desired self-discrepancies increased in magnitude. Exploratory analyses suggested that these changes occurred regardless of the compatibility of the change induction with individuals' desired self-views.

Promoting Customer Engagement Behavior for Green Brands

“…Consumers tend to maintain consistency among various self-representations. When discrepancies among self-concepts occur, individuals are motivated to change in the direction of the desired self [42]. As such, this current study focuses on desired self-identity.…”