The Effect of Self‐Construal on Spatial Judgments

The Effect of Self‐Construal on Spatial Judgments

Much prior literature has focused on the effect of self‐construal on social judgment. We highlight the role of self‐construal in spatial judgments. We show that individuals with independent (vs. interdependent) self‐construals are more prone to spatial judgment biases in tasks in which the context n...

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Veröffentlicht in:Journal of Consumer Research. - University of Chicago Press. - 35(2008), 2, Seite 337-348
1. Verfasser: Krishna, Aradhna (VerfasserIn)
Weitere Verfasser: Zhou, Rongrong, Zhang, Shi
Format: Online-Aufsatz
Veröffentlicht: 2008
Zugriff auf das übergeordnete Werk:Journal of Consumer Research
Schlagworte:Perceptual Processes Cultural Theories and Analysis Cross‐Cultural Research Experimental Design and Analysis (ANOVA) Philosophy Mathematics Behavioral sciences Education Applied sciences Aradhna
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500 |a * Aradhna Krishna is Isadore and Leon Winkelman Professor of Marketing at the Ross School of Business, University of Michigan, 701 Tappan St., Ann Arbor, MI 48109‐1234 ( aradhnaumich.edu ). Rongrong Zhou is assistant professor of marketing at Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong ( mkrrzhou@ust.hk ). Shi Zhang is associate professor of marketing at UCLA Anderson School of Management, 110 Westwood Plaza, B520, Los Angeles, CA 90095 ( szhang@anderson.ucla.edu ). Correspondence may be addressed to either Aradhna Krishna or Rongrong Zhou. The first two authors contributed equally to this research. The authors would like to thank Bob Wyer for helpful comments. The financial support from the Research Grants Council, Hong Kong SAR, and from UCLA Price Center and CIBER is gratefully acknowledged. 
520 |a Much prior literature has focused on the effect of self‐construal on social judgment. We highlight the role of self‐construal in spatial judgments. We show that individuals with independent (vs. interdependent) self‐construals are more prone to spatial judgment biases in tasks in which the context needs to be included in processing; they are less prone to spatial judgment biases in tasks in which the context needs to be excluded in processing. We show such spatial judgment effects when self‐construal is operationalized by different cultures (study 1) and as a construct that shifts with situational primes (studies 2 and 3). 
540 |a © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc. 
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