The influence of chronic and Situational self-construal on categorization
Abbreviated Journal Title
J. Consum. Res.
CULTURE; MODEL; PERSUASION; GOALS; CONTEXT; MEMORY; Business
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 of Consumer Research
"The influence of chronic and Situational self-construal on categorization" (2007). Faculty Bibliography 2000s. 7259.