Editing Choice (section)

==Relationship to identity==
[[File:Headresser.jpg|thumb|Choosing a hairstyle.]]
Certain choices, as personal preferences, can be central to expressing one's concept of [[self-identity]] or values. In general, the more utilitarian an item, the less the choice says about a person's self-concept. Purely functional items, such as a [[fire extinguisher]], may be chosen solely for function alone, but non-functional items, such as music, clothing fashions, or home decorations, may instead be chosen to express a person's concept of self-identity or associated values.<ref>
{{cite book |author=Sheena Iyengar |title=The Art of Choosing |publisher=Twelve |year=2010 |pages=104 |isbn=978-0-446-50410-2 }}
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A 2014 review of previous studies on choice investigated how synchronic (changing) and diachronic (persisting) identity can influence choices and decisions that an individual makes and especially in [[consumer choice]]s. The synchronic dimension of identity is more about the various parts of an identity and how these shifting aspects can change behavior. The diachronic dimension of identity is how a person’s identity persists and is the same and how they understand an object in relation to their identity. They found that stereotypes in concepts like gender norms play a big role in decision-making and that this might stem from significant historical beliefs in gender roles and identity.<ref>{{Cite journal|last1=Urminsky|first1=Oleg|last2=Bartels|first2=Daniel M.|last3=Giuliano|first3=Paola|last4=Newman|first4=George E.|last5=Puntoni|first5=Stefano|last6=Rips|first6=Lance|date=2014-09-01|title=Choice and self: how synchronic and diachronic identity shape choices and decision making|url=https://doi.org/10.1007/s11002-014-9312-3|journal=Marketing Letters|language=en|volume=25|issue=3|pages=281–291|doi=10.1007/s11002-014-9312-3|s2cid=6708546|issn=1573-059X|url-access=subscription}}</ref>