Self-Construal As a Cultural Mindset and Its Relevance For Automatic Social Behavior

Geetanjali Saluja, Hong Kong University of Science and Technology, China
Rashmi Adaval, Hong Kong University of Science and Technology, China
Past research has looked at how a context cues cultural mindsets. These mindsets, in turn, trigger cognitive procedures that help collectivists connect and integrate and individualists pull apart and separate. This paper explores how such cognitive procedures impact automatic social behavior upon exposure to a member of a social category.
[ to cite ]:
Geetanjali Saluja and Rashmi Adaval (2012) ,"Self-Construal As a Cultural Mindset and Its Relevance For Automatic Social Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1110-1110.