What’S Yours Is Mine: Self-Construal and Reactance on Behalf of Others

This project examines the relationship between psychological reactance, a motivational state where individuals attempt to restore restricted freedoms, and self-construal, which concerns whether individuals define themselves as autonomous from or as interconnected with others. A scenario study confirmed our predictions that independent individuals would express more reactance when their freedom to choose their favorite product was restricted than when a friend was restricted, while interdependent individuals expressed the same amount of reactance whether they or a friend were restricted. We provide initial evidence that individuals can experience reactance on behalf of others, and that this experience is moderated by self-construal.



Citation:

Sarah Moore and Gavan Fitzsimons (2007) ,"What’S Yours Is Mine: Self-Construal and Reactance on Behalf of Others", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 223-225.

Authors

Sarah Moore, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Compatibility Theory

Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA

Read More

Featured

How Regional Diasporic Consumer Experiences Produce Transnational Imaginary

Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University

Read More

Featured

B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

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.