Do you always choose what you like? Subtle social cues increase preference-choice consistency among Japanese but not among Americans

• Main Authors: Uchida, Yukiko, Savani, Krishna, Hitokoto, Hidefumi, Kaino, Koichi
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2017
• Subjects: choice-preference consistency; culture
• Online Access: https://hdl.handle.net/10356/80672; http://hdl.handle.net/10220/42192
• Institution: Nanyang Technological University

Previous research has suggested that stability of self-concept differs across cultures: in North American cultural contexts, people’s self-concept is stable across social contexts, whereas in Japan, different self-concepts are activated within specific social contexts. We examined the implications o...