" The basic idea behind self-signaling is that despite what we tend to think, we don’t have a very clear notion of who we are. We generally believe that we have a privileged view of our own preferences and character, but in reality we don’t know ourselves that well (and definitely not as well as we think we do). Instead, we observe ourselves in the same way we observe and judge the actions of other people—inferring who we are and what we like from our actions. "

― Dan Ariely , The Honest Truth About Dishonesty: How We Lie to Everyone - Especially Ourselves