Culture - Dependent Assimilation and Differentiation of The Self : Preferences For Consumption Symbols in The United States and China  

Oleh:

Schmitt, Bernd ; Aaker, Jennifer

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Cross-Cultural Psychology (http://journals.sagepub.com/home/jcca) vol. 32 no. 5 (Sep. 2001), page 561-576.
Topik: consumption; assimilation; cross cultural studies; self image; social psychology
Fulltext: 561.pdf (125.38KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ86.7 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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In two studies, we investigate how differences in self - construal patterns affect preferences for consumption symbols through the process of self - expression. The results of study 1 demonstrate that individuals with a dominant independent self - construal hold attitudes that allow them to express that they are distinct from others. In contrast, individuals with a dominant interdependent self - construal are more likely to hold attitudes that demonstrate points of similarity with their peers. Study 2 provides additional evidence for the mechanism presumed to underlie the results by identifying diferential schematic processes as the driver of expressed preferences. We find that differential levels of recall for schema - inconsistent information. We discuss the results and encourage future research that expands the framework to group decisions and social preferences.

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