When your favorites disappoint: Self-construal influences response to disappointing brand experiences

This research examined the effect of self-construal (independent vs. interdependent) on people’s responses to disappointing brand experiences. We propose that following a disappointing brand experience, independents are more likely than interdependents to express intentions for negative behavior. This effect is due to differences in the importance ascribed to various goals: independents are focused on their own personal goals and expectations, whereas interdependents are focused on maintaining pleasant and harmonious relationships. Consequently, when independents experience disappointment (i.e., their expectations are not met), they appraise the situation as less pleasant than do interdependents. Independents are thus more likely to experience negative emotions, which in turn lead to negative behavioral intentions. Three studies, in which self-construal was primed, supported this prediction. In experiment 1 participants imagined a sports event where their favorite team played carelessly and lost. Participants in the independent (vs. interdependent) prime condition were more likely to express intentions of negative behavior toward the sports team; negative emotions partially mediated this effect. Experiment 2 provides evidence for the mediating role of emotional appraisal in the extent to which the disappointing experience (sports event) is perceived as unpleasant. Experiment 3 replicates these findings in the context of service failure at a restaurant. It also provides evidence for the role of prior expectations in this effect, demonstrating that the effect occurs only when participants have prior expectations, and does not occur in their absence. This research sheds light on the effects of self-construal on emotional and behavioral responses to negative brand experiences, and highlights the processes underlying these effects.

Dispositional Self-Construal Modulates the Empathy for Others' Pain: An ERP Study

Previous studies have shown that temporal self-construal priming can modulate the empathic neural responses to others' pain. However, little is known about the influences of the dispositional self-construal on empathic neural responses to others' pain. The present study aimed to investigate neural correlates that underlie the modulation effect of dispositional self-construal on perception of others' pain. Event-related potentials were recorded for pictures depicting the hands of strangers in painful or no-painful situations while subjects performed a pain judgment task. The regression analysis on behavioral data showed that the level of interdependent self-construal could positively predict behavioral ratings of perceived pain, but not the self-unpleasantness. The ERP results showed painful stimuli elicited decreased N2 amplitudes and larger P3 amplitudes than those by no-painful stimuli. Moreover, the level of interdependent self-construal (interdependence minus independence scores) could predict the amplitude differences on the P3 component (painful minus neutral stimulus conditions), but not the N2 component: the higher the level of the interdependent self-construal, the larger amplitude differences of P3 to painful stimuli (vs. no-painful stimuli). These findings extended previous studies by showing a clear modulation effect of the dispositional self-construal on empathic neural responses to others' pain, and that this modulation effect occurred at the late cognitive evaluation stage indexed by the P3 component.

Only one small sin: How self-construal affects self-control

Past research has shown that self-construal can influence self-control by reducing interdependent people's impulsivity in the presence of peers. We broaden these findings by examining the hypothesis that an interdependent (vs. independent) self-construal fosters self-control even in the absence of peers and for non-impulsive decisions. We further explore whether this effect could be mediated by the more interrelated (vs. isolated) processing style of interdependent (vs. independent) people. Such an interrelated (vs. isolated) processing style of temptations makes the impact of a single temptation more salient and can thereby increase self-control. Study 1 demonstrated that more interdependent participants show more self-control behaviour by refraining from chocolate consumption to secure a monetary benefit. Studies 2a and 2b highlighted a link between self-construal and trait self-control via the processing of temptations. Study 3 suggested that an interrelated (vs. isolated) perspective on temptations could mediate the effect of (primed) self-construal on self-control. Taken together, self-construal shapes self-control across various decision contexts.

Preliminary evidence that testosterone's association with aggression depends on self-construal

A contribution to a special issue on Hormones and Human Competition. Previous research and theory suggest testosterone is an important hormone for modulating aggression and self-regulation. We propose that self-construal, a culturally-relevant difference in how individuals define the self in relation to others, may be an important moderator of the relationship between testosterone and behaviors linked to aggression. Within two studies (Study 1 N=80; Study 2 N=237) and an integrated data analysis, we find evidence suggesting that acute testosterone changes in men are positively associated with aggressive behavior for those with more independent self-construals, whereas basal testosterone is negatively associated with aggression when individuals have more interdependent self-construals. Although preliminary, these findings suggest that self-construal moderates the association between testosterone and aggression, thereby paving the way toward future work examining the potential cultural moderation of the behavioral effects of testosterone.

The protective and detrimental effects of self-construal on perceived rejection from heritage culture members

Individuals may perceive themselves as interdependent and similar with close others, or as independent and distinct. Do these differences in self-construal influence perceptions of rejection from those closest to us? Few studies have investigated the antecedents of intragroup marginalization - the perception of rejection from family and friends due to not conforming to the prescribed values and expectations of one's heritage culture. Furthermore, the implications of perceived intragroup marginalization for psychological adjustment and an integrated bicultural identity are unclear. To gage the effects of self-construals on perceived intragroup marginalization and psychological adjustment (i.e., subjective well-being and flourishing) and an integrated bicultural identity, we increased the cognitive accessibility of independent and interdependent self-construals through a priming manipulation. Participants were recruited via Amazon MTurk and completed the measures online. Our results showed that priming an interdependent self-construal decreased perceived intragroup marginalization from family and, in turn, poor psychological adjustment and bicultural identity conflict. Conversely, participants primed with an independent self-construal reported increased perceptions of intragroup marginalization from their family and, in turn, decreased psychological adjustment and increased identity conflict. These findings support the benefits of an interdependent self and the disadvantages of an independent self for minimizing perceived exclusion from heritage culture members.

"I" Seek Autonomy, "We" Rely on Each Other: Self-Construal and Regulatory Focus as Determinants of Autonomy- and Dependency-Oriented Help-Seeking Behavior

There are two typical approaches to requesting help: autonomy-oriented help-seeking (asking in order to learn how to fix a problem) versus dependency-oriented help-seeking (asking a helper to fix it). This article presents three studies demonstrating a systematic impact of a person's chronic or activated self-construal (interdependent vs. independent) that operates through activated regulatory focus (prevention vs. promotion) on these two help-seeking styles. The hypothesis was tested by measuring chronic self-construal, regulatory foci, and help-seeking styles (Study 3), and by priming self-construal (Study 1) and regulatory focus (Study 2). Results show that people with an independent self-construal and a promotion focus prefer autonomy-oriented help, whereas people with an interdependent self-construal and a prevention focus seek dependency-oriented help. Mediation analysis (Study 3) shows that regulatory focus is a mediator between self-construal and help-seeking styles. The conceptual and applied implications of these findings are discussed.

Newcomer Conformity

The present research is the first to examine the impact of self-construal on newcomers’ motivation to conform with the goals of a novel group. We argue that when social identity (i.e., individuals’ concern for a specific group) has not yet been developed, newcomers rely on self-construal (i.e., individuals’ chronic concern for ingroups and connectedness with others in general) to derive norms for group-serving vs. self-serving behavior. Results of an experiment (N = 157) supported this prediction: Self-construal moderated the relationship between group goals and individual goals (cognitive conformity) as well as the relationship between group goals and members’ effort (behavioral conformity). Specifically, low independent and high interdependent self-construal was associated with greater cognitive and behavioral alignment of the self with the group compared to high independent and low interdependent self-construal. Findings are discussed regarding the role of self-construal as a precedent of conformity.

The What, How, Why, and Where of Self-Construal

Since the publication of Markus and Kitayama’s pivotal article on culture and the self, the concepts of independent, relational, and interdependent self-construal have become important constructs in cultural psychology and research on the self. The authors review the history of these constructs, their measurement and manipulation, and their roles in cognition, emotion, motivation, and social behavior. They make suggestions for future research and point to problems still to be sorted out. Researchers interested in these constructs have many opportunities to make important contributions to the literature in a variety of fields, including health psychology, education, counseling, and international relations.