Title
The influence of chronic and Situational self-construal on categorization
Abbreviated Journal Title
J. Consum. Res.
Keywords
CULTURE; MODEL; PERSUASION; GOALS; CONTEXT; MEMORY; Business
Abstract
Four studies, using chronic and situational self-construal, supported the proposition that individualists (collectivists) focus on within-category richness (between-category differentiation). Collectivists judged paired products as less similar than individualists did, but only at the higher level of a category hierarchy (studies 1 and 2). Further, collectivists were more context driven in product ratings in a categorization task (study 3). Study 4 focused on high-level pairs and found that under high involvement, chronic self-construal dominated judgments. Under low involvement, chronic and situational construals interacted: individualists (collectivists) were less (more) amenable to the situational construal. Implications for self-construal and categorization research are discussed.
Journal Title
Journal of Consumer Research
Volume
34
Issue/Number
1
Publication Date
1-1-2007
Document Type
Article
DOI Link
Language
English
First Page
66
Last Page
76
WOS Identifier
ISSN
0093-5301
Recommended Citation
"The influence of chronic and Situational self-construal on categorization" (2007). Faculty Bibliography 2000s. 7259.
https://stars.library.ucf.edu/facultybib2000/7259
Comments
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