Perceived financial constraints and normative influence: discretionary purchase decisions across cultures.

ABSTRACT: Five studies examine how perceived financial constraints and abundance determine when consumers will engage in solitary or social purchases. When financially constrained, consumers prefer solitary (vs. social) purchases. We also identify self-construal as a moderator of how consumers spend their discretionary income. While independent consumers prefer solitary (vs. social) purchases, interdependent consumers prefer social (vs. solitary) purchases. Interestingly, when consumers have adequate discretionary income, independent as well as interdependent consumers have similar preferences for solitary and social purchases. In addition, for interdependent consumers, communal norms mediate the preference for social purchases. Finally, for independent consumers, making the communal norm salient re

SUBMITTER: Malika M 

PROVIDER: S-EPMC8507509 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature