Towards Understanding the Interplay Between Culture and Goals

Haiyang Yang, Johns Hopkins University, USA
Antonios Stamatogiannakis, IE Business School - IE University, Spain
Amitava Chattopadhyay, INSEAD, Singapore
We show in the field and the lab that independent (interdependent) cultural values increase motivation for pursuing attainment (maintenance) goals. We further show that this effect is driven by the congruence between higher-order goals reflecting cultural values and lower-order consumption goals, and is independent of the influence of regulatory focus.
[ to cite ]:
Haiyang Yang, Antonios Stamatogiannakis, and Amitava Chattopadhyay (2013) ,"Towards Understanding the Interplay Between Culture and Goals", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.