The Relationship Between Self-Construal and Neural Processes Associated With Conforming to Consumer-To-Consumer Recommendations

The results suggest that those who have a stronger interdependent view of the self, compared to a weaker interdependent view of the self, are potentially more likely to conform to social feedback when their opinions misalign with others. Interdependent self is also significantly associated with conflict monitoring and mentalizing.



Citation:

Arina Tveleneva, Xinyi Wang, Matthew Brook O'Donnell, Emily B Falk, and Christopher N. Cascio (2020) ,"The Relationship Between Self-Construal and Neural Processes Associated With Conforming to Consumer-To-Consumer Recommendations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1231-1231.

Authors

Arina Tveleneva, University of Wisconsin - Madison, USA
Xinyi Wang, University of Wisconsin - Madison, USA
Matthew Brook O'Donnell, University of Pennsylvania, USA
Emily B Falk, University of Pennsylvania, USA
Christopher N. Cascio, University of Wisconsin - Madison, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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