The effect of self-construal on self-relevant and other-relavant consumer choices

Abstract

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.