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.
ASJC Scopus subject areas
- Business and International Management
- Arts and Humanities (miscellaneous)
- Economics and Econometrics