Do I seem real to you? The role of external audiences in the consumption‐driven self‐authentication process

People use consumption choices as a means of authenticating their identities. Research on self-authenticity has been scant in marketing, favoring instead product and brand authenticity. In psychology, research has largely focused on the positive outcomes of self-authenticity, leaving its antecedents and the process through which it is achieved as key unanswered questions. In this conceptual paper, we address these gaps by delineating the...