Culture, Regulatory Goals, and Response Styles

Ashok Lalwani, University of Texas at San Antonio, USA
L.J. Shrum, University of Texas at San Antonio, USA
Chi-Yue Chiu, University of Illinois at Urbana-Champaign, USA
Four studies investigated the relations between culture and socially desirable responding and the processes that underlie them. Results indicated that individualists tend to engage in self-deceptive enhancement but not impression management, whereas collectivists tend to engage in impression management but not self-deceptive enhancement. Regulatory focus was shown to mediate these relations: a promotion focus mediated the relation between individualism and self-deceptive enhancement, whereas a prevention focus mediated the relation between collectivism and impression management. This general mediation pattern was found to be moderated by type of self-consciousness: the promotion focus mediation was stronger for participants low (vs. high) in private self-consciousness, whereas the prevention focus mediation was stronger for participants high (vs. low) in public self-consciousness. Implications for cross-cultural marketing research are discussed.
[ to cite ]:
Ashok Lalwani, L.J. Shrum, and Chi-Yue Chiu (2010) ,"Culture, Regulatory Goals, and Response Styles", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 690-691 .