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. © 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.
CITATION STYLE
Hamilton, R. W., & Biehal, G. J. (2005, September). Achieving your goals or protecting their future? The effects of self-view on goals and choices. Journal of Consumer Research. https://doi.org/10.1086/432237
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