“…More compromises on quality (Chiu 2002;Iacobucci and Ostrom 1993) and price (Gelfand et al 2006;Stuhlmacher and Walters 1999) • Less collectively interdependent self-construal (Baumeister and Sommer 1997;Melnyk et al 2009) • Greater relationship orientation (Cataldi and Reardon 1996;Cron et al 2009;Iacobucci and Ostrom 1993), more interdependent self-construal (Cross and Madson 1997), more relationally interdependent self-construal (Baumeister and Sommer 1997;Melnyk et al 2009), and higher sensitivity to interpersonal cues (Rubin and Brown 1975;Stuhlmacher and Walters 1999) • In consumption decisions, higher importance of personal interaction (Chiu 2002;Iacobucci and Ostrom 1993;Mittal and Kamakura 2001;Noble et al 2006;Otnes and McGrath 2001), personal recommendations (Garbarino and Strahilevitz 2004), and service worker commitment (Shemwell and Cronin 1995) • Higher importance of trust (Ndubisi 2006;Shemwell and Cronin 1995), risk reduction (Garbarino and Strahilevitz 2004), and security RubelLifschitz 2005, 2009) • Greater fear of negative evaluations in social settings (Carleton et al 2007;Habke et al 1997), higher sensitivity to interpersonal cues (Rubin and Brown 1975;Stuhlmacher and Walters 1999), higher importance of security Rubel-Lifschitz 2005, 2009), and higher importance of impressing others (Lawrence et al 2006;Moutinho et al 1996) • Stronger attraction by exclusivity and uniqueness of products (Noble et al 2006) • Greater r...…”