Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking

Volume: 30, Issue: 1, Pages: 30 - 40
Published: Jun 1, 2003
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...
Paper Details
Title
Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking
Published Date
Jun 1, 2003
Volume
30
Issue
1
Pages
30 - 40
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