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

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  • Mandel, Naomi

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 effects. Experiment 2 replicated these results using audiovisual movie clips as manipulations. Copyright 2003 by the University of Chicago.

Suggested Citation

  • Mandel, Naomi, 2003. "Shifting Selves and Decision Making: The Effects of Self-Construal Priming on Consumer Risk-Taking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 30-40, June.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:1:p:30-40
    DOI: 10.1086/374700
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