Self-Construal and Self-Affirmation Effects in Effortful Customer Experiences

We examine the psychological processes underlying consumer judgments in effortful situations. Across two studies, we show that primed self-construals have differential effects on company/self attributions and judgments about the effortful tasks. In difficult tasks, those primed with an independent self-construal blame the company more than those primed with an interdependent self-construal. Further, these judgments occur in a self-serving manner. Self-affirmation moderates these effects more for independents than interdependents, suggesting that self-affirmation produces greater self-threat reduction for the former compared to the latter.



Citation:

Prakash Das and James Agarwal (2012) ,"Self-Construal and Self-Affirmation Effects in Effortful Customer Experiences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1109-1109.

Authors

Prakash Das, University of Calgary, Canada
James Agarwal, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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