Chapter 4 – Self
What are you like?
Maybe you spend a lot of time thinking about who you are and what it means that you do thing X or Y. Perhaps you have strong feelings about what kind of person you would become if you did thing Z. And maybe you don’t think about this kind of thing much. Humans are gloriously (frustratingly) messy creatures.
If you think about this stuff a lot, then this chapter may come easier to you. If you don’t, then don’t worry, we’ll help you through.
Organizing principles
What is closer to us than just liking?
Fitting product symbols to the pictures in our head (to the benefit of both)
A more social-cognitive alternate to self-congruence theory
(Image credit) This principle is not a complicated one. It says that threats to our sense of self tend to…
