Individuality or conformity? The effect of independent and interdependent self-concepts on public judgments

被引:81
作者
Torelli, Carlos J. [1 ]
机构
[1] Univ Illinois, Coll Business, Champaign, IL 61820 USA
关键词
D O I
10.1207/s15327663jcp1603_6
中图分类号
F [经济];
学科分类号
02 ;
摘要
When both independent and interdependent self-concepts are available, priming either self-concept will increase the accessibility in memory of the motivations and cognitions associated with it. Thus, priming the interdependent self may activate motivation to maintain harmony and conform to others' opinions, whereas priming the independent self is likely to activate motivation to be independent and to withstand social pressure. Two experiments investigated implications of these possibilities for judgments of risk when participants anticipated (or not) explaining their judgments to others. Participants relied on others' beliefs only when their interdependent self was primed and they expected they might have to explain their judgments to others. When their independent self was primed, expectations to communicate their judgments had no effect. Culture-based differences in individualism vs. collectivism had no impact on these effects.
引用
收藏
页码:240 / 248
页数:9
相关论文
共 36 条
[1]   I seek pleasures and "we" avoid pains: The role of self-regulatory goals in information processing and persuasion [J].
Aaker, JL ;
Lee, AY .
JOURNAL OF CONSUMER RESEARCH, 2001, 28 (01) :33-49
[2]   The effects of self-construal and commitment on persuasion [J].
Agrawal, N ;
Maheswaran, D .
JOURNAL OF CONSUMER RESEARCH, 2005, 31 (04) :841-849
[3]   AUTOMATICITY OF CHRONICALLY ACCESSIBLE CONSTRUCTS IN PERSON X SITUATION EFFECTS ON PERSON PERCEPTION - ITS JUST A MATTER OF TIME [J].
BARGH, JA ;
LOMBARDI, WJ ;
HIGGINS, ET .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 1988, 55 (04) :599-605
[4]   THE ADDITIVE NATURE OF CHRONIC AND TEMPORARY SOURCES OF CONSTRUCT ACCESSIBILITY [J].
BARGH, JA ;
BOND, RN ;
LOMBARDI, WJ ;
TOTA, ME .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 1986, 50 (05) :869-878
[5]   THE MODERATOR MEDIATOR VARIABLE DISTINCTION IN SOCIAL PSYCHOLOGICAL-RESEARCH - CONCEPTUAL, STRATEGIC, AND STATISTICAL CONSIDERATIONS [J].
BARON, RM ;
KENNY, DA .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 1986, 51 (06) :1173-1182
[6]  
Briley D, 2001, ADV CONSUM RES, V28, P151
[7]   The effect of group membership salience on the avoidance of negative outcomes: Implications for social and consumer decisions [J].
Briley, DA ;
Wyer, RS .
JOURNAL OF CONSUMER RESEARCH, 2002, 29 (03) :400-415
[8]   Reasons as carriers of culture: Dynamic versus dispositional models of cultural influence on decision making [J].
Briley, DA ;
Morris, MW ;
Simonson, I .
JOURNAL OF CONSUMER RESEARCH, 2000, 27 (02) :157-178
[9]   The moderating effect of perceived risk on consumers' evaluations of product incongruity: Preference for the norm [J].
Campbell, MC ;
Goodstein, RC .
JOURNAL OF CONSUMER RESEARCH, 2001, 28 (03) :439-449
[10]  
Dowling G.R., 1986, PSYCHOL MARKETING, V3, P193, DOI DOI 10.1002/MAR.4220030307