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The Influence of Chronic and Situational Self-Construal on Categorization

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  • Shailendra Pratap Jain
  • Kalpesh Kaushik Desai
  • Huifang Mao

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). Study 4 focused on high-level pairs and found that under high involvement, chronic self-construal dominated judgments. Under low involvement, chronic and situational construals interacted: individualists (collectivists) were less (more) amenable to the situational construal. Implications for self-construal and categorization research are discussed. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Shailendra Pratap Jain & Kalpesh Kaushik Desai & Huifang Mao, 2007. "The Influence of Chronic and Situational Self-Construal on Categorization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 66-76, April.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:66-76
    DOI: 10.1086/513047
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    1. Ryu, Gangseog & Kim, Boha & Park, Kikyoung, 2023. "Anti-counterfeiting advertisements for luxury brands in the post pandemic era: Roles of message type, visual presentation mode, and self-construal," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Jain, Shalini Sarin & Jain, Shailendra Pratap, 2018. "Power distance belief and preference for transparency," Journal of Business Research, Elsevier, vol. 89(C), pages 135-142.
    3. Simon Blanchard & Wayne DeSarbo & A. Atalay & Nukhet Harmancioglu, 2012. "Identifying consumer heterogeneity in unobserved categories," Marketing Letters, Springer, vol. 23(1), pages 177-194, March.
    4. Chen, Bo, 2020. "The effect of attribute originality on consumers’ adoption intention of customization: The role of construal level," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    5. Sekścińska, Katarzyna & Rudzinska-Wojciechowska, Joanna & Kusev, Petko, 2022. "How decision-makers’ sense and state of power induce propensity to take financial risks," Journal of Economic Psychology, Elsevier, vol. 89(C).
    6. 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).
    7. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    8. Wang, Jessie J. & Lalwani, Ashok K. & DelVecchio, Devon, 2022. "The Impact of Power Distance Belief on Consumers' Brand Preferences," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 804-823.
    9. Stuart Auken & William J. Ritchie & Ludmilla Gricenko Wells & Daniel J. Borgia, 2019. "Exploring thought processing similarity using attitudinal constructs: a Chinese versus U.S. contrast," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 13-23, March.
    10. 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.
    11. D'Souza, Clare & Brouwer, Anne Renée & Singaraju, Stephen, 2022. "Veganism: Theory of planned behaviour, ethical concerns and the moderating role of catalytic experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    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. Hsieh, Meng-Hua & Li, Xingbo (Bo) & Jain, Shailendra Pratap & Swaminathan, Vanitha, 2021. "Self-construal drives preference for partner and servant brands," Journal of Business Research, Elsevier, vol. 129(C), pages 183-192.
    14. Jiamin Yin & Yansu Wang & Jun Pang & Kanliang Wang, 2020. "Customizing products for self versus close others: the effect of intended recipient on creator perceptions of product uniqueness," Marketing Letters, Springer, vol. 31(1), pages 73-87, March.
    15. Liu, J., 2008. "Brand and automaticity," Other publications TiSEM dcbcb1b7-2089-429d-bdc1-8, Tilburg University, School of Economics and Management.

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