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Achieving Your Goals or Protecting Their Future? The Effects of Self-View on Goals and Choices

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  • Rebecca W. Hamilton
  • Gabriel J. Biehal

Abstract

We show that encouraging consumers to think about themselves as independent or interdependent, making either promotion or prevention goals salient, has a systematic effect on inferred risk preferences. Interdependent self-view consumers, who are more interested in avoiding losses than in achieving gains, choose less risky alternatives than independent self-view consumers. However, because of asymmetric preferences for status quo alternatives, information about previous choices moderates the goal-mediated effect of self-view on choice. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Rebecca W. Hamilton & Gabriel J. Biehal, 2005. "Achieving Your Goals or Protecting Their Future? The Effects of Self-View on Goals and Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 277-283, September.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:277-283
    DOI: 10.1086/432237
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    Cited by:

    1. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    2. Hoffmann, Arvid O.I. & Broekhuizen, Thijs L.J., 2010. "Understanding investors' decisions to purchase innovative products: Drivers of adoption timing and range," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 342-355.
    3. Wong, Jimmy & Lalwani, Ashok K. & Wang, Jessie J., 2022. "The interactive effect of power and self-construal on consumers’ preferences for brand-logo size," Journal of Business Research, Elsevier, vol. 150(C), pages 279-296.
    4. Minji Suh & Hyewon Cho, 2023. "Cultural differences in giving experiential (vs. material) gifts," Marketing Letters, Springer, vol. 34(2), pages 223-236, June.
    5. Carla Mingolla & Liselot Hudders & Veroline Cauberghe, 2020. "Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices," Sustainability, MDPI, vol. 12(2), pages 1-23, January.
    6. Yinlong Zhang & L.J. Shrum, 2008. "The Influence of Self-Construal on Impulsive Consumption," Working Papers 0006, College of Business, University of Texas at San Antonio.
    7. Alempaki, Despoina & Starmer, Chris & Tufano, Fabio, 2019. "On the priming of risk preferences: The role of fear and general affect," Journal of Economic Psychology, Elsevier, vol. 75(PA).
    8. 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.
    9. Peipei Pan & Chris Patel, 2018. "The Influence of Native Versus Foreign Language on Chinese Subjects’ Aggressive Financial Reporting Judgments," Journal of Business Ethics, Springer, vol. 150(3), pages 863-878, July.
    10. Daliana Luca, 2018. "Does prevention as an investment strategy explain the intention to purchase guarantees for unit-linked life insurance?," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 153-167, December.
    11. Han, Qi & Dellaert, Benedict G.C. & Raaij, W. Fred van & Timmermans, Harry J.P., 2014. "Publicly announced access recommendations and consumers' service time choices with uncertain congestion," Journal of choice modelling, Elsevier, vol. 10(C), pages 1-10.
    12. 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.
    13. Yinlong Zhang & L.J. Shrum, 2008. "The Influence of Self-Construal on Impulsive Consumption," Working Papers 0006, College of Business, University of Texas at San Antonio.
    14. Zeng, Hui & Hao, Liaogang, 2016. "Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan," International Business Review, Elsevier, vol. 25(5), pages 1020-1029.
    15. Rai, Dipankar & Lin, Chien-Wei (Wilson), 2019. "The influence of implicit self-theories on consumer financial decision making," Journal of Business Research, Elsevier, vol. 95(C), pages 316-325.
    16. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    17. Sobh, Rana, 2011. "Approaching what we hope for and avoiding what we fear: A study of women’s concern with visible signs of skin aging," Australasian marketing journal, Elsevier, vol. 19(2), pages 122-130.

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