Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking

Research output: Contribution to journalArticle

204 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)30-40
Number of pages11
JournalJournal of Consumer Research
Volume30
Issue number1
DOIs
StatePublished - Jun 1 2003

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking'. Together they form a unique fingerprint.

  • Cite this