Manipulate Attributions to Improve Satisfaction For Nonconscious Self-Discrepant Behaviors

Yanghong Hu, Hong Kong Baptist University, Hong Kong, China
Nan Cui, Wuhan University, China
Lan Xu, Wuhan University, China
Individuals with interdependent self construal who are nonconsciously activated by variety-seeking goals are more satisfied with self-discrepant variety-seeking behaviors than those consciously activated after they realize their self-discrepant behaviors. Whether an accessible external attribution exists also impacts satisfaction. Perceived self determination fully mediates the relationship between attribution and satisfaction.
[ to cite ]:
Yanghong Hu, Nan Cui, and Lan Xu (2013) ,"Manipulate Attributions to Improve Satisfaction For Nonconscious Self-Discrepant Behaviors", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.