Title

The Influence Of Chronic And Situational Self-Construal On Categorization

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. © 2007 by JOURNAL OF CONSUMER RESEARCH, Inc.

Publication Date

6-1-2007

Publication Title

Journal of Consumer Research

Volume

34

Issue

1

Number of Pages

66-76

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1086/513047

Socpus ID

34250708487 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/34250708487

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