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"I" Follow My Heart and "We" Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making

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  • Jiewen Hong
  • Hannah H. Chang

Abstract

Results from six experiments support the hypothesis that an accessible independent self-construal promotes a greater reliance on feelings in making judgments and decisions, whereas an accessible interdependent self-construal promotes a greater reliance on reasons. Specifically, compared to an interdependent self-construal, an independent self-construal increases the relative preference for affectively superior options as opposed to cognitively superior options (experiments 1A and 1B) and strengthens the effects of incidental mood on evaluations (experiment 2). Further, valuations of the decision outcome increase when independent (interdependent) consumers adopt a feeling-based (reason-based) decision strategy (experiment 3). Finally, these effects are moderated by decision focus (whether the decision is made for oneself or for others; experiment 4) and need for justification during decision making (experiment 5). Theoretical implications and managerial implications are discussed.

Suggested Citation

  • Jiewen Hong & Hannah H. Chang, 2015. ""I" Follow My Heart and "We" Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1392-1411.
    • Handle: RePEc:oup:jconrs:doi:10.1086/680082
    DOI: 10.1086/680082
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    4. Gong, Siyu & Suo, Danni & Peverelli, Peter, 2023. "Maintaining the order: How social crowding promotes minimalistic consumption practice," Journal of Business Research, Elsevier, vol. 160(C).
    5. Jiang, Hongyan & Tan, Huimin & Liu, Yeyi & Wan, Fang & Gursoy, Dogan, 2020. "The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising," Annals of Tourism Research, Elsevier, vol. 83(C).
    6. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    7. Lalwani, Ashok K. & Wang, Jessie J. & Silvera, David H., 2020. "How does cultural self-construal influence regulatory mode?," Journal of Business Research, Elsevier, vol. 117(C), pages 368-377.
    8. Wenjing Dou & Wei Lu & Dian Wang & Brady Hodges & Haipeng (Allan) Chen, 2020. "I Paid More than You (Before)?! The Effects of Self-Construal and Comparison Target on Price Unfairness Perceptions," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 7(1), pages 12-18, June.
    9. Li, Mengyi & Ma, Qin-hai, 2022. "“Do not impose on others what you desire.†Research on the influence of service Personnel's interactive orientation on customer comfort," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Lili Wang & Zoey Chen, 2022. "The effect of incentive structure on referral: the determining role of self-construal," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1091-1110, September.
    11. Abraham Yeboah & Nana Owusu-Frimpong & Ofosu Agyekum & Vida Owusu-Prempeh, 2023. "Measuring situational factors in theory of attribution to consumer attitudes towards unlawful disposal of solid waste products in Ghana with special reference to Sunyani: a mediation and moderation an," Future Business Journal, Springer, vol. 9(1), pages 1-21, December.
    12. Chang, Yaping & Gao, Yajie & Zhu, Donghong & Safeer, Asif Ali, 2023. "Social robots: Partner or intruder in the home? The roles of self-construal, social support, and relationship intrusion in consumer preference," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    13. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    14. Malika Malika & Durairaj Maheswaran & Shailendra Pratap Jain, 2022. "Perceived financial constraints and normative influence: discretionary purchase decisions across cultures," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 252-271, March.
    15. Bing Yuan & Alessandro M. Peluso, 2021. "The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    16. Wang, Wangshuai & Ma, Tianjiao & Li, Jie & Zhang, Mo, 2020. "The pauper wears prada? How debt stress promotes luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    17. Zablocki, Agnieszka & Makri, Katerina & Houston, Michael J., 2019. "Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 20-39.
    18. Hsiang-Ming Lee & Ya-Hui Hsu & Tsai Chen, 2020. "The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents," IJERPH, MDPI, vol. 17(22), pages 1-19, November.
    19. repec:oup:jecgeo:v:50:y:2023:i:2:p:236-254. is not listed on IDEAS
    20. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.
    21. Stuart Auken, 2016. "Observations on latent need revelation through problem detection analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(4), pages 147-158, December.
    22. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    23. Wang, Lili & You, Yanfen & Yang, Chun-Ming, 2020. "Restrained by resources: The effect of scarcity cues and childhood socioeconomic status (SES) on consumer preference for feasibility," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 557-571.
    24. Gonzalez-Jimenez, Hector & Fastoso, Fernando & Fukukawa, Kyoko, 2019. "How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west," Journal of Business Research, Elsevier, vol. 103(C), pages 293-300.

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