Dinner Out With Independent Self-Construal Consumers: Wow, This Is Bad Wine

Eugenia C. Wu, Duke University, USA
Sarah G. Moore, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA
As consumers, we are often required to choose not just for ourselves, but collectively, on behalf of ourselves and others. Despite the frequency of such decisions, existing research has focused mainly on choices made for and by individual consumers. In two initial studies, we examine how self-construal (Study 1) and expertise (Study 2) affect collective decisions. We find that independents sacrifice others’ interests for their own when selecting wine for a group meal and that this effect is exacerbated for independent novices. Interdependents, in contrast, prioritize others’ interests rather than their own and are uninfluenced by expertise.
[ to cite ]:
Eugenia C. Wu, Sarah G. Moore, and Gavan J. Fitzsimons (2009) ,"Dinner Out With Independent Self-Construal Consumers: Wow, This Is Bad Wine", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 996-996.