When One Culture Meets Another: the Impact of Culturally (Mis)Matched Thinking Styles on Self-Regulation

Minkyung Koo, University of Illinois, USA
Sharon Shavitt, University of Illinois, USA
Ashok K. Lalwani, University of Texas at San Antonio, USA
Yifan Dai, Sydney Chinchanachokchai, University of Illinois, USA; University of Illinois, USA
Effective self-regulation is often required for making optimal decisions. The present research demonstrates that culturally mismatched experiences, such as reading advertisements that require a thinking style inconsistent with one's culturally dominant thinking style, impair self-regulation and enhance evaluation and consumption of tempting food more than culturally matched experiences do.
[ to cite ]:
Minkyung Koo, Sharon Shavitt, Ashok K. Lalwani, and Yifan Dai, Sydney Chinchanachokchai (2011) ,"When One Culture Meets Another: the Impact of Culturally (Mis)Matched Thinking Styles on Self-Regulation", 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.