A Test of Universality of the Relationship Between Self-Construal and Impulsive Consumption: the Case of Russia

Alexander Jakubanecs, Institute for Research in Economics and Business, Norway
Olga Patosha, State University Higher School of Economics, Russia
The connection between self-construal and impulsive consumption has been investigated primarily within and between North American and Asian contexts. Our research aims to test universality of the relationship by examining the context of Russian culture, which presents a particularly interesting case. Our findings provide an indication of some potentially universal and culture-specific effects. For instance, we find that priming self-construal does not enhance or suppress impulsive consumption in Russia. Meanwhile, we find significant positive interaction of peer presence with independent self-construal on consumption attitudes. The results have implications for cross-cultural research on impulsiveness and overall generalizability of theories across cultures.
[ to cite ]:
Alexander Jakubanecs and Olga Patosha (2011) ,"A Test of Universality of the Relationship Between Self-Construal and Impulsive Consumption: the Case of Russia", 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: 816-818.