Identity-based motivation: Constraints and opportunities in consumer research

Sharon Shavitt, Carlos J Torelli, Jimmy Wong

Research output: Contribution to journalArticleResearchpeer-review

51 Citations (Scopus)


This commentary underscores the integrative nature of the identity-based motivation model (Oyserman, D. (2009). Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior. Journal of Consumer Psychology, 19(3) (this issue)). We situate the model within existing literatures in psychology and consumer behavior, and illustrate its novel elements with research examples. Special attention is devoted to, 1) how product- and brand-based affordances constrain identity-based motivation processes and, 2) the mindsets and action tendencies that can be triggered by specific cultural identities in pursuit of consumer goals. Future opportunities are suggested for researching the antecedents of product meanings and relevant identities. Daphna Oyserman (2009) provides an integrative review of how identity-based motivations activate both contents and processes for making sense of the world. Psychologically salient identities serve as organizing schemas for integrating new information and experiences into the self-concept. These elaborated self-schemas, or salient identities, function as meaning-making interpretive structures that can be activated by environmental cues and operate below consciousness to influence perception, judgment, and self-regulation.
Original languageEnglish
Pages (from-to)261 - 266
Number of pages6
JournalJournal of Consumer Psychology
Issue number3
Publication statusPublished - 2009
Externally publishedYes

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