S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
The effect of self-construal on self-relevant and other-relavant consumer choices
소비자 의사결정에 있어서 self-construal의 영향력 고찰
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- self-construals; self-expressive and other-expressive choice dimensions; choice recipient; choice satisfaction; confidence in choice; choice difficulty
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2012. 8. 송인성.
- This paper focuses on how choices differ regarding differences in self-construal (i.e. independent self or interdependent self-construal) and choice recipients (i.e. self or in-group other). I suggest that the consumer who has an independent self-construal would more frequently choose self-expressive options (i.e. hedonic, enriched, and high price/quality options) as compared to the consumer who has an interdependent self-construal. More importantly, this effect can be manipulated by situational cues. In study 2, participants who primed with independence were more likely to choose self-expressive options as compared to the participants who primed with interdependence.
Furthermore, the interaction effects of self-construal and choice recipient on choice dimensions have been founded. The independent selves more frequently chose self-expressive options when they made choices for themselves than they made choices for in-group others. However, interdependent selves did not show specific preferences.
Finally, independent selves indicated more satisfaction and confidence in their overall choices than interdependent selves. Independent selves showed bigger differences in choice satisfaction and confidence in choices between choices for themselves and choices for in-group others than interdependent selves. However, there was no significant difference in choice difficulty between independent and interdependent self-construal.