Self-Construal and Self-Affirmation Effects in Effortful Customer Experiences

Prakash Das, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
We examine the psychological processes underlying consumer judgments in effortful situations. Across two studies, we show that primed self-construals have differential effects on company/self attributions and judgments about the effortful tasks. In difficult tasks, those primed with an independent self-construal blame the company more than those primed with an interdependent self-construal. Further, these judgments occur in a self-serving manner. Self-affirmation moderates these effects more for independents than interdependents, suggesting that self-affirmation produces greater self-threat reduction for the former compared to the latter.
[ to cite ]:
Prakash Das and James Agarwal (2012) ,"Self-Construal and Self-Affirmation Effects in Effortful Customer Experiences", 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: 1109-1109.