Self-Construal, Impulsiveness, and Beer Consumption

We propose that there is a systematic impact of consumers’ activated self-construal (interdependent vs. independent, individualism vs. collectivism) on their impulsive consumption tendencies. We tested this hypothesis in two experiments that primed self-construal (studies 1 and 2) and two studies that used secondary data to link self-construal and beer consumption across countries (study 3) and within U.S. states (study 4). Results show that people with an independent self-construal exhibit a stronger tendency toward beer consumption than those with an interdependent self-construal, and this effect is moderated by peer presence in expected ways. Mediation analyses show that the effect of self-construal on beer consumption operates through state impulsiveness and not risk attitudes or affect.


Yinlong (Allen) Zhang and L. J. Shrum (2007) ,"Self-Construal, Impulsiveness, and Beer Consumption", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 347-347.


Yinlong (Allen) Zhang, University of Texas at San Antonio, USA
L. J. Shrum, University of Texas at San Antonio, USA


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More


Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

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.