The Influence of Chronic and Situational Self-Construal on Categorization

Published on Jun 1, 2007in Journal of Consumer Research
· DOI :10.1086/513047
Shailendra Pratap Jain14
Estimated H-index: 14
Kalpesh Kaushik Desai13
Estimated H-index: 13
Huifang Mao8
Estimated H-index: 8
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. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
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