Parenting Mindset Salience and Its Influence on Uniqueness Seeking

Chun-Ming Yang, Ming Chuan University, Taiwan
Two studies demonstrate that parenting mindset salience makes consumer interdependent self-construal more salient but does not do so for independent self-construal. This salient interdependent self-construal leads to a lower preference for unique or cool products. Moreover, this effect was stronger for females than for males, and mediated by interdependent self-construal.
[ to cite ]:
Chun-Ming Yang (2016) ,"Parenting Mindset Salience and Its Influence on Uniqueness Seeking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 766-766.