The Effect of Self-Construal on Impulsive Consumption

Five studies are reported that investigate the impact of activated self-construal (interdependent vs. independent) on impulsive consumption tendencies. A cross-country comparison of per capita beer consumption data (study 1a) and a cross-state comparison within the U.S. on problem alcohol consumption (study 1b) indicated that an independent self-construal was associated with greater beer and alcohol consumption. Three additional experiments that manipulated self-construal confirmed this relation and also demonstrated that the effect of self-construal on beer consumption attitudes was mediated by state impulsiveness (studies 2 and 3), moderated by peer presence (studies 3 and 4), and can be extended from beer and alcohol consumption to preferences for vice vs. virtue foods (study 4).


Yinlong Zhang and L.J. Shrum (2008) ,"The Effect of Self-Construal on Impulsive Consumption", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 644-644.


Yinlong Zhang, University of Texas, San Antonio
L.J. Shrum, University of Texas, San Antonio


NA - Advances in Consumer Research Volume 35 | 2008

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