How Self-Construal and Social Presence Influence Information Processing

Utku Akkoc, University of Alberta, Canada
Jennifer Argo, University of Alberta, Canada
We test and show how the social context moderates the effects of self-construal on information processing. By demonstrating how non-interactive social presence influences the type of processing by individuals with independent and interdependent self-construal, our research advances the literature that examines the effects of self-construal on information processing.
[ to cite ]:
Utku Akkoc and Jennifer Argo (2014) ,"How Self-Construal and Social Presence Influence Information Processing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 769-769.