Individualism, Collectivism, and Goal-Oriented Saving

This study examines how individualism (vs. collectivism) influences people’s goal-oriented saving decisions. Three experimental studies show that the effect of individualism (collectivism) on people’s propensity to save is contingent on the purpose of saving. People who are chronically or situationally high in individualist values (the “individualists”) have a higher propensity to save for self-enhancing purposes (e.g., job transition or education) than do those who are high in collectivist values (“the collectivists”). When saving for self-enhancing purposes, the individualists also show a higher propensity to resist temptations for immediate gratifications than do the collectivists. However, the individualists and the collectivists do not differ in their propensity to save and to resist myopic temptations when saving for self-indulging purposes (e.g., saving for a vacation).



Citation:

Zhenfeng Ma, Terry Wu, Zhiyong Yang, and Tamotsu Nakamura (2011) ,"Individualism, Collectivism, and Goal-Oriented Saving", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 801-802.

Authors

Zhenfeng Ma, University of Ontario Institute of Technology, Canada
Terry Wu, University of Ontario Institute of Technology, Canada
Zhiyong Yang, University of Texas, USA
Tamotsu Nakamura , Kobe University, Japan



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

The Asymmetric Effect of Highlighting Intertemporal Opportunity Costs

Christopher Olivola, Carnegie Mellon University, USA
David Hardisty, University of British Columbia, Canada
Daniel Read, University of Warwick

Read More

Featured

How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More

Featured

The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors

Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.