Parenting Mindset Salience and Its Influence on Uniqueness Seeking

Two studies demonstrate that parenting mindset salience makes consumer interdependent self-construal more salient but does not do so for independent self-construal. This salient interdependent self-construal leads to a lower preference for unique or cool products. Moreover, this effect was stronger for females than for males, and mediated by interdependent self-construal.


Chun-Ming Yang (2016) ,"Parenting Mindset Salience and Its Influence on Uniqueness Seeking", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 766-766.


Chun-Ming Yang, Ming Chuan University, Taiwan


NA - Advances in Consumer Research Volume 44 | 2016

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