When Consumers’ Self‐Image Motives Fail

Self‐image motives and “sacrosanct beliefs” are powerful motivators of consumer judgment and decision making. The sacrosanct belief that one is rational, for instance, can cause consumers to justify seemingly unwise economic decisions. This article outlines some of the occasions when self‐image motives appear to fail. For instance, although consumers occasionally pat themselves on the back for making questionable purchase decisions, at other times they find fault in perfectly reasonable ones. These and other recent findings provide an exception to the more general rule outlined by Dunning (2007).