Do I Listen to You When You Are Not Like Me? the Effects of Priming Self Construal on the Influence of Others

Mina Kwon, University of Illinois, USA
Rashmi Adaval, HKUST, Hong Kong
We suggest because an interdependent self thinks in relation to others, they compare more with others, leading to assimilation or contrast. An independent self, however, does not compare with others. Further, we suggest that these effects depend on whether one is thinking of similarities or dissimilarities in general.
[ to cite ]:
Mina Kwon and Rashmi Adaval (2011) ,"Do I Listen to You When You Are Not Like Me? the Effects of Priming Self Construal on the Influence of Others ", 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: 827-828.