Best-Seller Or Your-Style Recommendation Sign?: Effect of Self-Construal on Inclination Towards Inter- Vs. Intrapersonal Norm

Jae-Eun Namkoong, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
This research demonstrates how self-construal determines the way people react to different types of norm-based recommendations. We found that inter-(vs. intra-)personal norm-based recommendations such as Best-Seller (vs. Your-Style) signs have a stronger effect on recommendation evaluation, choice of the recommended product, and post-choice evaluation among interdependent (vs. independent) participants.
[ to cite ]:
Jae-Eun Namkoong and Susan Broniarczyk (2011) ,"Best-Seller Or Your-Style Recommendation Sign?: Effect of Self-Construal on Inclination Towards Inter- Vs. Intrapersonal Norm", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.