The Pleasures and Pains of Distinct Self-Construals
Angela Y. Lee
Northwestern University - Kellogg School of Management
Stanford University - Graduate School of Business
Wendi L. Gardner
Northwestern University - Department of Psychology
Journal of Personality & Social Psychology, Vol. 78, pp. 1122-1134, June 2000
Regulatory focus theory distinguishes between self-regulatory processes that focus on promotion and prevention strategies for goal pursuit. Five studies provide support for the hypothesis that these strategies differ for individuals with distinct self-construals. Specifically, individuals with a dominant independent self-construal were predicted to place more emphasis on promotion-focused information, and those with a dominant interdependent self-construal on prevention-focused information. Support for this hypothesis was obtained for participants who scored high versus low on the Self-Construal Scale, participants who were presented with an independent versus interdependent situation, and participants from a Western versus Easter culture. The influence of interdependence on regulatory focus was observed in both importance ratings of information and affective responses consistent with promotion or prevention focus.
Keywords: pleasure, pain, promotion, prevention. self-construals, dominant
JEL Classification: M30, M31Accepted Paper Series
Date posted: August 6, 2011
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