Wine For the Table: Self-Construal and Choosing For Large Versus Small

Sarah Moore, University of Alberta, Canada
Eugenia Wu, University of Pittsburgh, USA
Gavan Fitzsimons, Duke University, USA
We find that number of choice recipients and self-construal determine choice on behalf of self and others. Across four studies, both independents and interdependents account for others’ preferences when choosing for a small group. When choosing for a large group, however, personal preferences drive independents’, but not interdependents’, choices.
[ to cite ]:
Sarah Moore, Eugenia Wu, and Gavan Fitzsimons (2017) ,"Wine For the Table: Self-Construal and Choosing For Large Versus Small ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 222-227.