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The effect of structural alignment on choice-process satisfaction and preference formation: The moderating role of self-construal

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  • Lee, Byung-Kwan
  • Lee, Wei-Na

Abstract

Drawing on theories of structural alignment and self-construal, this article suggests that individuals with an independent self-construal tend to rely on nonalignable attributes while those with an interdependent self-construal would put more emphasis on alignable attributes in decision process (Study 1) and preference formation (Study 2). Findings from the two studies provide support for these predictions. In Study 1, independent self-construal individuals were more satisfied and perceived more information in processing options with nonalignable attributes than with alignable attributes. Interdependent self-construal individuals, however, did not show differences in choice-process satisfaction and perceived amount of information between the two attribute conditions. It was also found in Study 2 that, in a two-option context, interdependent self-construal individuals preferred alignable better option to nonalignable better option significantly more than independent self-construal individuals did. Consistent with the preference data, independent self-construal individuals mentioned nonalignable attributes more frequently than interdependent self-construal individuals did.

Suggested Citation

  • Lee, Byung-Kwan & Lee, Wei-Na, 2016. "The effect of structural alignment on choice-process satisfaction and preference formation: The moderating role of self-construal," Journal of Business Research, Elsevier, vol. 69(8), pages 2747-2755.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:2747-2755
    DOI: 10.1016/j.jbusres.2015.11.010
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    2. Lee, Seungae & Pounders, Kathrynn R., 2019. "Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing," Journal of Business Research, Elsevier, vol. 94(C), pages 99-112.
    3. Mejía, Victor D. & Aurier, Philippe & Huaman-Ramirez, Richard, 2021. "Disentangling the respective impacts of assortment size and alignability on perceived assortment variety," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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