| Abstract 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 consumption‐driven self‐authentication process…. |