my choices: The influence of private self-awareness on preference-behavior consistency,” Katholieke Universiteit Leuven

their generous cooperation with the data collection for study 1. They also thank all members of the consumer behavior group at the Katholieke Universiteit Leuven for helpful comments on an earlier version of this manuscript. Financial support from the Fund for Scientific Research – Flanders, Belgium (grant 3H.03.0304 and 03.0391), the Katholieke Universiteit Leuven (OT/03/07) and Censydiam-Synovate is gratefully acknowledged. 2 Research presented in this article examines the impact of private self-awareness on consumer decision making. Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer problems in determining their product attitudes and, thereby, behave in a way that is more consistent with their own personal product preferences. In study 1, the authors found that the compromise effect and the attraction effect are both dramatically reduced under self-awareness, suggesting that self-awareness helps individuals in identifying which attributes are really important to them. This conjecture was confirmed by study 2, in which it was found that the effect o