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).


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.


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


NA - Advances in Consumer Research Volume 39 | 2011

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