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This article reviews social cognitive research suggesting that people shape their beliefs and judgments of the social world to maintain sacrosanct beliefs of the self as a capable, lovable, and moral individual. This article then argues that consumer behavior might similarly be designed to bolster positive self‐views and then discusses the potential role played by these self‐image motives in recently documented consumer behavior phenomena (e.g., endowment, compensation, affirmation, and licensing effects). This article then articulates some questions for future research if one presumes that consumer decision making, at least in part, strives to harmonize preferences with bedrock beliefs that the self is an able and principled person.