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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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