How the Different Voices in Your Head Affect What You Eat, Drink, Wear, Drive, and Buy
Posted by Brad Tuttle Friday, January 15, 2010 at 9:47 am
• Trackback (1) • Related Topics: cars, clothes, food, q&a, smart shopping, "Talking to Ourselves", brownies, cigarettes, consumer, donuts, Doritos, George Milne, Shalini Bahl
A new study tries to explain the complicated reasons for how people make decisions to consume everything from Doritos to hybrid cars, Victoria's Secret lingerie to New Balance sneakers.
In their paper "Talking to Ourselves: A Dialogical Exploration of Consumption Experiences", published by the Journal of Consumer Research, Shalini Bahl and George R. Milne describe how each person has different "selves," which are basically the different parts of your personality—you know, the voices in your brain telling you what to do or not do. These selves are often at odds with each other, and so when one self gets its way by say, smoking a cigarette or scarfing down a third brownie, the other more responsible and prudent selves may be angry or disappointe
via money.blogs.time.com
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