The Attractiveness of Enriched and Impoverished Options

Yinlong Zhang · Vikas Mittal

78 citations0/0 files storedPersonality and Social Psychology Bulletin

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Decision-Making and Behavioral Economics Cultural Differences and Values Behavioral Health and Interventions

Abstract

The authors propose that there is a systematic impact of a person's activated self-construal (interdependent vs. independent) on the evaluation of enriched and impoverished options. This hypothesis is tested using a cross-country comparison of participants from China and the United States (Study 1) and by priming self-construal (Study 2) and regulatory focus (Study 3). Results show that people with an independent self-construal and a promotion focus perceive enriched options as more attractive than impoverished options. Conversely, people with an interdependent self-construal and a prevention focus perceive enriched options as less attractive than impoverished options. Mediation analyses show that the effect of cultural orientation operates through self-construal. In turn, self-construal operates through activated regulatory focus. Analysis of cognitive responses shows that the effect of regulatory focus is mediated by positive/negative thoughts about option attributes.

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1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1994The Measurement of Independent and Interdependent Self-Construals 1999Is there a universal need for positive self-regard?1997Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making 2002Motivation by positive or negative role models: Regulatory focus determines who will best inspire us.1997Individual and collective processes in the construction of the self: Self-enhancement in the United States and self-criticism in Japan.1993Reason-based choice 2001“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion

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