IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v46y2019i3p508-527..html
   My bibliography  Save this article

Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others

Author

Listed:
  • Eugenia C Wu
  • Sarah G Moore
  • Gavan J Fitzsimons
  • Gita V JoharEditor
  • Amna KirmaniEditor
  • Simona BottiAssociate Editor

Abstract

This research examines how consumers make unilateral decisions on behalf of the self and multiple others, in situations where the chosen option will be shared and consumed jointly by the group—for instance, choosing wine for the table. Results across six studies using three different choice contexts (wine, books, and movies) demonstrate that such choices are shaped by the decision-maker’s self-construal (independent vs. interdependent) and by the size of the group being chosen for (large vs. small). Specifically, we find that interdependent consumers consistently make choices that balance self and others’ preferences, regardless of group size. In contrast, the choices of independent consumers differ depending on group size: for smaller groups, independents make choices that balance self and others’ preferences, while for larger groups, they make choices that more strongly reflect their own preferences. Via mediation and moderation, the data show that differential attention to others underlies the combined effect of self-construal and group size on the joint consumption choices that consumers make for the self and others.

Suggested Citation

  • Eugenia C Wu & Sarah G Moore & Gavan J Fitzsimons & Gita V JoharEditor & Amna KirmaniEditor & Simona BottiAssociate Editor, 2019. "Wine for the Table: Self-Construal, Group Size, and Choice for Self and Others," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(3), pages 508-527.
  • Handle: RePEc:oup:jconrs:v:46:y:2019:i:3:p:508-527.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1093/jcr/ucy082
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Minji Suh & Hyewon Cho, 2023. "Cultural differences in giving experiential (vs. material) gifts," Marketing Letters, Springer, vol. 34(2), pages 223-236, June.
    2. Chen, Chunfeng & Lü, Kevin & Zhang, Depeng, 2024. "The impact of self-construal on consumers’ intention to write reviews: A trait activation perspective," Journal of Business Research, Elsevier, vol. 178(C).
    3. 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).
    4. Park, Sehoon & Kim, Chaeyeong & Park, Jane, 2023. "How power distance belief, self-construal, and relationship norms impact conspicuous consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Jonah Berger & Grant Packard & Reihane Boghrati & Ming Hsu & Ashlee Humphreys & Andrea Luangrath & Sarah Moore & Gideon Nave & Christopher Olivola & Matthew Rocklage, 2022. "Marketing insights from text analysis," Marketing Letters, Springer, vol. 33(3), pages 365-377, September.
    6. Wilken, Robert & Stimmer, Elena & Bürgin, David, 2022. "Should retailers encourage couples to shop together?," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    7. Madurapperuma Arachchige Yasantha Daminda Madurapperuma & Kyung-min Kim, 2020. "Sustaining Business: A Psychological Perspective of Donation Behavior," Sustainability, MDPI, vol. 12(22), pages 1-23, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:46:y:2019:i:3:p:508-527.. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.