Shifting selves and decision making: The effects of self-construal priming on consumer risk-taking

被引：265

作者：

Mandel, N ^{[1
]}

机构：

[1] Arizona State Univ, WP Carey Sch Business, Tempe, AZ 85287 USA

来源：

JOURNAL OF CONSUMER RESEARCH | 2003年 / 30卷 / 01期

关键词：

D O I：

10.1086/374700

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research illustrates how risk domain moderates the effects of priming the interdependent self versus the independent self on consumers' risk-taking. Experiment 1 showed that individuals whose interdependent selves were activated were more risk-seeking in their financial choices and less risk-seeking in their social choices than were those whose independent selves were activated. The size of the consumer's social network mediated these effects. Experiment 2 replicated these results using audiovisual movie clips as manipulations.

引用

页码：30 / 40

页数：11

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