Happily Ever After: The Effect of Identity-Consistency on Product Satiation

Abstract

Journal Article Happily Ever After: The Effect of Identity-Consistency on Product Satiation Get access Sunaina K. Chugani, Sunaina K. Chugani Sunaina K. Chugani ( [e-mail] ) is assistant professor of marketing, Zicklin School of Business, Baruch College / CUNY, One Bernard Baruch Way, B12-240, New York, NY 10010. Julie R. Irwin ( [e-mail] ) is professor of marketing, University of Texas, Austin, TX 78712. Joseph P. Redden ( [e-mail] ) is associate professor of marketing, University of Minnesota, Minneapolis, MN 55455. Direct correspondence to Sunaina Chugani. The authors thank the editors, associate editor, and reviewers for their helpful input. This article was based on the first author's dissertation. Search for other works by this author on: Oxford Academic PubMed Google Scholar Julie R. Irwin, Julie R. Irwin Search for other works by this author on: Oxford Academic PubMed Google Scholar Joseph P. Redden Joseph P. Redden Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 42, Issue 4, December 2015, Pages 564–577, https://doi.org/10.1093/jcr/ucv040 Published: 04 August 2015