Express Your Social Self: Cultural Differences in Choice of Brand-Name Versus Generic Products  

Oleh:

Kim, Heejung S. ; Drolet, Aimee L.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Personality and Social Psychology Bulletin (http://journals.sagepub.com/home/pspc) vol. 35 no. 12 (Dec. 2009), page 1555.
Topik: Culture; Choice; Self; Brand
Fulltext: PSPB_35_12_1555.pdf (285.63KB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: PP45.39 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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This research examined cultural differences in the patterns of choices that reflect more social characteristics of a chooser (e.g., social status). Four studies examined the cultural difference in individuals’ tendency to choose brand-name products (i.e., high-status options) over generic products (i.e., low-status options) and the underlying reasons for these differences. Compared to European Americans, Asian Americans consistently chose brand-name products. This difference was driven by Asian Americans’ greater social status concerns. Self-consciousness was more strongly associated with the brand-name choices of Asian Americans (vs. European Americans), and experimentally induced social status led Asian Americans (vs. European Americans) to make more choices concordant with self-perception. These findings highlight the importance of considering external and social motivations underlying the choice-making process.

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