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Fall 2012
This qualitative case study develops our understanding about the micro-processes of change. Categories are socio-cognitive constructs that group similar things and concepts. We use and interpret categories to understand identity and the relationships between items and concepts. Categories help us...
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Fall 2010
In two essays I investigate two antecedents of self-concept change in consumers: Threats to the self and the activated self-construal and its effect on goal conflict resolution. In the first essay, I explore identity strictly as consumers define themselves in terms of the possessions with which...
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