University of Illinois Urbana-Champaign

Culture and personal preferences: Implications for decision making, information processing, and brand equity

Barnes, Aaron Jeffrey

Content Files
BARNES-DISSERTATION-2020.pdf

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https://hdl.handle.net/2142/107982

Description

Title
Culture and personal preferences: Implications for decision making, information processing, and brand equity
Author(s)
Barnes, Aaron Jeffrey
Issue Date
2020-05-06
Director of Research (if dissertation) or Advisor (if thesis)
Shavitt, Sharon
Doctoral Committee Chair(s)
Shavitt, Sharon
Committee Member(s)
  • Cohen, Dov
  • Torelli, Carlos J
  • White, Tiffany B
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Date of Ingest
2020-08-26T21:54:51Z
Keyword(s)
culture, independent and interdependent self-construal, attitude accessibility, consensus cues, persuasion
Abstract
This dissertation explores two ways culture shapes the meaning of personal preferences. Decades of research has built on two assumptions about the role of personal preferences in decision making: 1) preferences that come quickly to mind are useful for making decisions and 2) behaviors reflect one’s personal preferences. However, studies supporting both assumptions were conducted in cultural contexts that emphasize an independent self-construal. In these contexts, people are socialized to form preferences that express their individuality and act in a way that fulfills their personal goals. In cultural contexts where an interdependent self-construal is emphasized, fitting in and adjusting to others’ needs is prioritized. In these contexts, people need to be responsive to norms as they make decisions. Informed by cross-cultural perspectives, we theorize and test the ideas that, for interdependents, 1) personal preferences that come quickly to mind can reduce one’s readiness to act and 2) information about others’ preferences may be more persuasive than information about others’ actions. Together, this dissertation suggests ways that cultural theories and attitude theories can expand productively by considering the deeper meanings of personal preferences.
Graduation Semester
2020-05
Type of Resource
Thesis
Permalink
http://hdl.handle.net/2142/107982
Copyright and License Information
Copyright 2020 Aaron Barnes

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