The Influence of Self-Construal on Impulsive Consumption


Journal of Consumer Research

février 2009, vol. 35, n°5, pp.838-850

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Cross-Cultural Research, Compulsive/Impulsive Consumption, Self-Concept, Experimental Design and Analysis (ANOVA), Archival Data

Three studies investigated the impact of self-construal on impulsive consumption. Independents exhibited more impulsive consumption tendencies than did interdependents. A chronically accessible independent self-construal was positively associated with country-level beer consumption (study 1a) and state-level problem alcohol consumption (study 1b). Experimentally primed independents reported more positive attitudes toward immediate beer consumption than did interdependents, and this effect was mediated by state impulsivity. Peer presence increased impulsive consumption tendencies for independents but decreased them for interdependents (studies 2 and 3). The moderating effect of self-construal was linked to greater motivation to suppress impulsive tendencies for interdependents than for independents (study 3).