The Influence of Chronic and Situational Self-Construal on Categorization
Shailendra Pratap Jain, Kalpesh Kaushik Desai, Huifang Mao
Journal of Consumer Research · 2007 · Volume 34 · Issue 1
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.
Keywords
Advertising, Judgment and Decision Making, Personality, Persuasion, Experimental Design and Analysis (ANOVA)
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