Culture, Regulatory Goals, and Response Styles

Four studies investigated the relations between culture and socially desirable responding and the processes that underlie them. Results indicated that individualists tend to engage in self-deceptive enhancement but not impression management, whereas collectivists tend to engage in impression management but not self-deceptive enhancement. Regulatory focus was shown to mediate these relations: a promotion focus mediated the relation between individualism and self-deceptive enhancement, whereas a prevention focus mediated the relation between collectivism and impression management. This general mediation pattern was found to be moderated by type of self-consciousness: the promotion focus mediation was stronger for participants low (vs. high) in private self-consciousness, whereas the prevention focus mediation was stronger for participants high (vs. low) in public self-consciousness. Implications for cross-cultural marketing research are discussed.


Ashok Lalwani, L.J. Shrum, and Chi-Yue Chiu (2010) ,"Culture, Regulatory Goals, and Response Styles", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 690-691 .


Ashok Lalwani, University of Texas at San Antonio, USA
L.J. Shrum, University of Texas at San Antonio, USA
Chi-Yue Chiu, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 37 | 2010

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