The second model is quite different. It assumes that people make decisions based on identity. They ask themselves three questions: Who am I? What kind of situation is this? And what do people like me do in this kind of situation? Notice that in the second model people aren’t analyzing the consequences or outcomes for themselves. There are no calculations, only norms and principles. Which sofa would someone like me—a Southeastern accountant—be more likely to buy? Which political candidate should a Hollywood Buddhist get behind? It’s almost as if people consulted an ideal self-image: What would
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