CULTURED MINDS
An Investigation of How Culture Affects Decision Making
PROCEDURE & AIMS
Priming consumers to feel like part of a group, for example by making their cultural identity salient, can make them more likely to value equality and make equality-preserving decisions (Briley & Wyer, 2002). Similarly, in (Brockner, De Cremer, van den Bos & Chen, 2005)’s study people with a more interdependent self-construal (likely more naturally attuned to group dynamics) preferred procedural fairness in social dilemmas, reward allocations and negotiations.
(Aaker & Lee, 2001) showed that people act more concerned about negative consequences of behaviour when they think of themselves as members of a group. They take on a more prevention-focus and are more likely to choose compromise options (Briley & Wyer, 2002) These tendencies can even persist into (unrelated) individual consumer-choices, here participants preferred the ‘compromise’ product options.
