Dinner Out With Independent Self-Construal Consumers: Wow, This Is Bad Wine

As consumers, we are often required to choose not just for ourselves, but collectively, on behalf of ourselves and others. Despite the frequency of such decisions, existing research has focused mainly on choices made for and by individual consumers. In two initial studies, we examine how self-construal (Study 1) and expertise (Study 2) affect collective decisions. We find that independents sacrifice others’ interests for their own when selecting wine for a group meal and that this effect is exacerbated for independent novices. Interdependents, in contrast, prioritize others’ interests rather than their own and are uninfluenced by expertise.



Citation:

Eugenia C. Wu, Sarah G. Moore, and Gavan J. Fitzsimons (2009) ,"Dinner Out With Independent Self-Construal Consumers: Wow, This Is Bad Wine", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 996-996.

Authors

Eugenia C. Wu, Duke University, USA
Sarah G. Moore, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Featured

Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

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.