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The Influence of Chronic and Situational Self-Construal on Categorization.
- Source :
-
Journal of Consumer Research . Jun2007, Vol. 34 Issue 1, p66-76. 11p. 3 Diagrams, 5 Charts. - Publication Year :
- 2007
-
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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00935301
- Volume :
- 34
- Issue :
- 1
- Database :
- Academic Search Index
- Journal :
- Journal of Consumer Research
- Publication Type :
- Academic Journal
- Accession number :
- 25053142
- Full Text :
- https://doi.org/10.1086/513047