I Follow My Heart and We Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making

• Main Authors: HONG, Jiewen, CHANG, Hannah H.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Decision making; consumer attitudes; consumer research; brand choice; self-perception; emotions; judgement; Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4377; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5376/viewcontent/I_follow_my_heart_av_2015.pdf
• Institution: Singapore Management University

Results from six experiments support the hypothesis that an accessible independent self-construal promotes a greater reliance on feelings in making judgments and decisions, whereas an accessible interdependent self-construal promotes a greater reliance on reasons. Specifically, compared to an interd...