Towards a self-reflection theory of choice behaviour: how reflecting on minimal choices can affect the self

Traditional theories of choice have given little overt attention to the possible impact that self-reflection and meaning-making could have on the self-concept within a decision-making context. This thesis developed and tested a model capable of articulating pathways through which self-reflection and meaning-making might moderate the relationship between choice(s) and the self-concept. Across four experiments, the effect of self-reflection on the self-concept was consistently supported. The effect of choice meaningfulness however was less consistent. The present thesis has made a significant contribution to scientific knowledge by proposing and empirically testing the viability of a new model of choice behaviour.