The multiple-identity effect: how multiple social identities shape the perception of time

Most consumers today hold multiple social identities, yet the literature fails to fully explore how these multiple identities influence consumer behavior, particularly in terms of the perception of time and subsequent purchasing behaviors. This research demonstrates that priming consumers with multiple identities can increase their preference for time-saving products (Study 1), driven by a heightened perception of time scarcity (Study 2a & 2b). Moreover, we find that the effect of multiple identities on perceived time scarcity and the choice of time-saving products depends on the consumer’s multitasking ability, with the effect being weaker for consumers with higher multitasking ability (Study 3). This research contributes to the literature on multiple social identities and sheds light on how marketers can use multiple-identity cues to shift consumer decisions to save time.