Abstract
This research illustrates how risk domain moderates the effects of priming the interdependent self versus the independent self on consumers' risk-taking. Experiment 1 showed that individuals whose interdependent selves were activated were more risk-seeking in their financial choices and less risk-seeking in their social choices than were those whose independent selves were activated. The size of the consumer's social network mediated these effects. Experiment 2 replicated these results using audiovisual movie clips as manipulations.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 30-40 |
| Number of pages | 11 |
| Journal | Journal of Consumer Research |
| Volume | 30 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jun 2003 |
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing