You’Ve Got a (Bad) Friend in Me: Self-Construal and Choosing For Others

Sarah Moore, University of Alberta, Canada
Eugenia Wu, Cornell University, USA
Gavan Fitzsimons, Duke University, USA
How do consumers choose when they have to choose not just for themselves, but collectively, on behalf of themselves and others? Across four studies, we find that compared to interdependents, independents sacrifice others’ interests for their own, but only when they can do so without the risk of social censure.
[ to cite ]:
Sarah Moore, Eugenia Wu, and Gavan Fitzsimons (2011) ,"You’Ve Got a (Bad) Friend in Me: Self-Construal and Choosing For 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: 216-218.