Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking
Journal of Consumer Research · 2003 · Volume 30 · Issue 1
Abstract
This research illustrates how risk domain moderates the effects of priming the interdependent self versus the independent self on consumers' risk-taking. Experiment 1 showed that individuals whose interdependent selves were activated were more risk-seeking in their financial choices and less risk-seeking in their social choices than were those whose independent selves were activated. The size of the consumer's social network mediated these effects. Experiment 2 replicated these results using audiovisual movie clips as manipulations.
Keywords
Group/Interpersonal Influences, Perceived Risk, Self-concept, Situation/Context Issues, Social Cognition
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