Identity-based motivation: Constraints and opportunities in consumer research

Sharon Shavitt, Carlos J. Torelli, Jimmy Wong

Research output: Contribution to journalArticlepeer-review

55 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)261-266
Number of pages6
JournalJournal of Consumer Psychology
Issue number3
StatePublished - Jul 2009
Externally publishedYes

Bibliographical note

Funding Information:
Preparation of this commentary was supported by Grant #1R01HD053636-01A1 from the National Institutes of Health and Grant #0648539 from the National Science Foundation to Sharon Shavitt, Grant #63842 from the Robert Wood Johnson Foundation to Sharon Shavitt and Carlos Torelli, and Grants to Carlos Torelli from the Office of the Dean of the Graduate School and from the Institute for Research in Marketing, University of Minnesota.


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