Culture, Self-Control, and Consumer Financial Behavior

Culture has a profound effect on how we orient ourselves to others and in turn may shape our ability to self-regulate impulsive behavior. In terms of financial behavior, culture may play a role in our decisions leading us to engage not only in more prudent financial savings behavior but also giving us confidence to take on higher levels of investing risk. Data were collected from 534 participants from ethnic groups in the U.S. on their attitudes and behaviors when making financial choices. Using a partial least squares analysis, the study found that participants from ethnicities with higher collectivist tendencies had higher levels of self-control which lead to higher levels of savings behavior and financial risk behavior versus other ethnicities.


Dante Pirouz (2009) ,"Culture, Self-Control, and Consumer Financial Behavior", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 908-909.


Dante Pirouz, University of California, Irvine USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA

Read More


O1. Choice, Rejection, and Context Effects

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

Read More


Psychological Reactions to Human Versus Robotic Job Replacement

Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

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.