The Influence of Self-Construal on Managing Conflicting Saving and Spending Goals

Wei Lu, Shanghai Jiao Tong University, China
Li Pan, Shanghai Jiao Tong University, China
Liangyan Wang, Shanghai Jiao Tong University, China
We propose that independent and interdependent differ on how they manage conflicting goals. We demonstrate interdependent are more likely to highlight saving in two sequential choices, while independent are more likely to adopt balancing mode by preferring spending first and intending to achieve the saving goal at next opportunity.
[ to cite ]:
Wei Lu, Li Pan, and Liangyan Wang (2011) ,"The Influence of Self-Construal on Managing Conflicting Saving and Spending Goals", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 747-748.