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You Get What You Pay For? Self-Construal Influences Price-Quality Judgments
Ashok K. Lalwani and Sharon Shavitt
Journal of Consumer Research
Vol. 40, No. 2 (August 2013), pp. 255-267
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/670034
Page Count: 13
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How does cultural self-construal influence consumers’ tendency to use price to judge quality? Seven experiments designed to address this question revealed that people with a more interdependent (vs. independent) cultural self-construal—operationalized by ethnicity, nationality, measured self-construal, or manipulated salient self-construal—have a greater tendency to use price information to judge quality. This difference arises because interdependents tend to be holistic (vs. analytic) thinkers who are more likely to perceive interrelations between the elements of a product. These effects were observed regardless of whether the price-quality relation was assessed with a standard self-report scale or via actual product judgments, and whether thinking style was measured or manipulated. However, cultural differences only emerged in situations that afforded interdependents (vs. independents) a relational processing advantage. These findings shed light on the mechanisms underlying the effects and identify novel boundary conditions for the influence of self-construal and thinking style on consumer judgments.
© 2013 by JOURNAL OF CONSUMER RESEARCH, Inc.