The influence of chronic and Situational self-construal on categorization

    Authors

    S. P. Jain; K. K. Desai;H. Mao

    Comments

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    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

    Language

    English

    First Page

    66

    Last Page

    76

    WOS Identifier

    WOS:000246591700007

    ISSN

    0093-5301

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