Repercussions of Self–Construal for Self–Relevant and Other–Relevant Choice

Abstract

In the present investigation, we build on prior research by examining perceptions of choices and their outcomes as a factor of independent and interdependent self–construals, the identity of the chooser, and the recipient of the choice. Results from two experiments suggest that independent selves prefer to be both chooser and choice recipient, whereas interdependent selves are more amenable to choosing for others and having others choose on their behalf. Particularly, results from Study 2 show that participants high in independence are more attentive to their options when choosing for themselves, whereas participants high in interdependence are more attentive when choosing for someone else. Results from both studies further show that independents like choices they make for themselves more than interdependents, but like choices they make for others and choices others make on their behalf less than interdependents. Theoretical and practical implications are discussed.