Achieving Your Goals or Protecting Their Future? The Effects of Self-View on Goals and Choices
Rebecca W. Hamilton, Gabriel J. Biehal
Journal of Consumer Research · 2005 · Volume 32 · Issue 2
Abstract
We show that encouraging consumers to think about themselves as independent or interdependent, making either promotion or prevention goals salient, has a systematic effect on inferred risk preferences. Interdependent self-view consumers, who are more interested in avoiding losses than in achieving gains, choose less risky alternatives than independent self-view consumers. However, because of asymmetric preferences for status quo alternatives, information about previous choices moderates the goal-mediated effect of self-view on choice.
Keywords
Choice (Brand or Product Level), Motivation/Desires/Goals, Perceived Risk, Self-concept
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