2005
DOI: 10.1086/432237
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Achieving Your Goals or Protecting Their Future? The Effects of Self-View on Goals and Choices

Abstract: We show that encouraging consumers to think about themselves as independent or interdependent, making either promotion or prevention goals salient, has a systematic effect on inferred risk preferences. Interdependent self-view consumers, who are more interested in avoiding losses than in achieving gains, choose less risky alternatives than independent self-view consumers. However, because of asymmetric preferences for status quo alternatives, information about previous choices moderates the goal-mediated effec… Show more

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Cited by 118 publications
(89 citation statements)
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“…For example, differences in the concern with positive or negative behavioral outcomes might be activated by describing the outcomes of a decision as either gains versus non-gains or non-losses versus losses (Lee & Aaker, 2004;Monga & Zhu, 2005). They can also be induced by (a) activating individuals' concepts of themselves as independent or interdependent (Lee, Aaker, & Gardner, 2000; see also Hamilton & Biehl, 2005), (b) stimulating thoughts about hopes and aspirations as opposed to duties and responsibilities (Liberman, Molden, Idson, & Higgins, 2001), or (c) varying individuals' awareness of themselves as members of a group (Aaker & Lee, 2001;Briley & Wyer, 2002). Although chronic individual differences in the relative emphasis placed on success and the avoidance of failure can result from differences in social learning (Miller, Wiley, Fung, & Liang, 1997), they are often not apparent unless situational factors activate the values that underlie them (Briley, Morris, & Simonson, 2000.…”
mentioning
confidence: 99%
“…For example, differences in the concern with positive or negative behavioral outcomes might be activated by describing the outcomes of a decision as either gains versus non-gains or non-losses versus losses (Lee & Aaker, 2004;Monga & Zhu, 2005). They can also be induced by (a) activating individuals' concepts of themselves as independent or interdependent (Lee, Aaker, & Gardner, 2000; see also Hamilton & Biehl, 2005), (b) stimulating thoughts about hopes and aspirations as opposed to duties and responsibilities (Liberman, Molden, Idson, & Higgins, 2001), or (c) varying individuals' awareness of themselves as members of a group (Aaker & Lee, 2001;Briley & Wyer, 2002). Although chronic individual differences in the relative emphasis placed on success and the avoidance of failure can result from differences in social learning (Miller, Wiley, Fung, & Liang, 1997), they are often not apparent unless situational factors activate the values that underlie them (Briley, Morris, & Simonson, 2000.…”
mentioning
confidence: 99%
“…It is interesting to note that both Mandel (2003) and Hamilton and Biehal (2005) manipulated self-construal but found opposite eff ects of self-construal on risky fi nancial decisions. Hamilton and Biehal (2005) suggest that perhaps Mandel's (2003) interdependence prime, which implied that "you depend on others," prompted a stronger promotion orientation than Hamilton and Biehal's interdependence induction, which emphasized the notion that "others depend on you." Hence, Mandel's interdependent participants were more risk-seeking.…”
Section: Culture and The Self: Making Risky Choices And Selfregulationmentioning
confidence: 94%
“…Hamilton and Biehal (2005) suggest that perhaps Mandel's (2003) interdependence prime, which implied that "you depend on others," prompted a stronger promotion orientation than Hamilton and Biehal's interdependence induction, which emphasized the notion that "others depend on you." Hence, Mandel's interdependent participants were more risk-seeking.…”
Section: Culture and The Self: Making Risky Choices And Selfregulationmentioning
confidence: 94%
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“…In contrast to economic studies of the family [Aaker and Lee 2001;Commuri and Gentry 2005;Cotte and Wood 2004;Hamilton and Biehal 2005;Moore, Wilkie and Lutz 2002;Tian and Belk 2005], which put emphasis on families as economic units, or in contrast to traditional class analyses [see Atkinson 2014], which predominantly question the influence of economic conditions on family life, we study the role of language and discourse: how families do economy with words.…”
Section: Introductionmentioning
confidence: 99%