Self-Evaluative Shopping/Consumption Motives

Abstract

This study represents an attempt to examine cultural influences, (via different construals of self), on the proclivity to consistently select one of three self-evaluative shopping/ consumption motives (i.e., accuracy, enhancement, and improvement) during processes of self-evaluation/regulation. The data generated upon analysis favorably coincides with anticipated results. Thus, individuals from China, a culture favoring an interdependent self-construal, are more likely to pursue accuracy during self-evaluation. On the contrary, persons from the United States, where an independent self-construal is more widely adopted, appear to consistently prefer a more biased strategy such as improvement (versus accuracy).