Self-Identity and Consumer Behavior Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal Self-Affirmation through the Choice of Highly Aesthetic Products It's Not Me, It's You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity An Interpretive Frame Model of Identity-Dependent Learning: The Moderating Role of Content-State Association