The Effect of Self-Construal on Spatial Judgments

Aradhna Krishna, Rongrong Zhou, Shi Zhang

Journal of Consumer Research · 2008 · Volume 35 · Issue 2

Abstract

Much prior literature has focused on the effect of self-construal on social judgment. We highlight the role of self-construal in spatial judgments. We show that individuals with independent (vs. interdependent) self-construals are more prone to spatial judgment biases in tasks in which the context needs to be included in processing; they are less prone to spatial judgment biases in tasks in which the context needs to be excluded in processing. We show such spatial judgment effects when self-construal is operationalized by different cultures (study 1) and as a construct that shifts with situational primes (studies 2 and 3).

Keywords

Perceptual Processes, Cultural Theories and Analysis, Cross-Cultural Research, Experimental Design and Analysis (ANOVA)

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