Deny the Voice Inside: For Collectivists, Attitude Accessibility May Hinder Decision Making

Aaron Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA
Although accessible personal attitudes are generally seen as desirable and helpful, we present evidence that, for collectivists compared to individualists, such attitudes may have more negative or dissonance-inducing consequences, particularly when those attitudes appear to be at odds with prevailing norms and thus interfere with adapting to normative expectations.
[ to cite ]:
Aaron Barnes and Sharon Shavitt (2016) ,"Deny the Voice Inside: For Collectivists, Attitude Accessibility May Hinder Decision Making ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 719-719.