Achieving Your Goals or Protecting Their Future? The Effects of Self-View on Goals and Choices

Rebecca W. Hamilton and Gabriel J. Biehal

Journal of Consumer Research, 2005, vol. 32, issue 2, 277-283

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 effect of self-view on choice. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:2:p:277-283

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