The Influence of Chronic and Situational Self-Construal on Categorization

Volume: 34, Issue: 1, Pages: 66 - 76
Published: Jun 1, 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)....
Paper Details
Title
The Influence of Chronic and Situational Self-Construal on Categorization
Published Date
Jun 1, 2007
Volume
34
Issue
1
Pages
66 - 76
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