Compensatory knowledge signaling in consumer word‐of‐mouth

This paper extends prior research on consumer knowledge beliefs and word-of-mouth transmission. Findings from four studies suggest that people compensate for unfavorable discrepancies between their actual and ideal consumer knowledge with heightened efforts to signal knowledgeability through the content and volume of their word-of-mouth transmissions. This compensatory knowledge signaling effect is moderated by the self-concept relevance (psychological closeness) of the word-of-mouth target and lay beliefs in the self-enhancement benefits of transmitting product knowledge. Content analysis of participants' product communications further supports our knowledge signaling account. The relationship between actual:ideal knowledge discrepancies and heightened word-of-mouth intentions is mediated by the specific negative emotion associated with actual:ideal self-discrepancies. Overall, the findings suggest that the relationship between consumer knowledge and word-of-mouth transmission depends not only on what you think you know, but also on what you wish you knew.     

Self‐absorption paradox is not a paradox: Illuminating the dark side of self‐reflection

Although considered an important component of a healthy personality, self‐reflection has not so far been shown to have any specific benefits for mental health. This research addresses this issue by taking into consideration two important suppressor variables, self‐rumination and the need for absolute truth. The latter is an innovative variable, defined and presented in this research. The first two studies aimed to validate a new measure that acts as an operational definition of the need for absolute truth. The first study was conducted with two group of participants; the first group consisted of 129 females and 67 males, mean age = 20 years, and the second 182 females and 104 males, mean age = 27. In the second study, participants were 22 females and 18 males, mean age = 20.5. In the final study, conducted with 296 female, 163 male participants (mean age = 37), suppressor effects were tested using structural equation modeling. The results showed that by taking account of these two suppressor variables, particularly the need for absolute truth, the expected relationship between self‐reflection and mental health was revealed. The need for absolute truth was shown to be crucial for understanding the effects of self‐reflection on mental health, therefore it should be considered in all processes of psychotherapy.     

Effects of priming self‐construals on self‐evaluations: Cultural game player perspective

This study examined the validity of situational view on culture‐specific behaviours focusing on self‐evaluation. Two experiments with American students as samples were conducted to examine whether priming their self‐construals would affect individuals' self‐evaluation. In Experiment 1, the participants' self‐evaluation was compared across different conditions of primed self‐contruals. In Experiment 2, the participants were split into 2 groups based on their initial default self‐consturals and, the self‐evaluations were compared across the 2 groups after priming self‐contruals. The results demonstrated that although the participants' self‐evaluation was initially in accord with their default self‐construal, it changed into accord with the primed self‐construals. The findings supported the proposed cultural game player view. Implications on situational view of self‐evaluation are also discussed.     

A multi‐process model of self‐regulation: Influences of Mindfulness,Integrative Self‐Knowledge and Self‐Control in Iran

Self‐regulation presumably rests upon multiple processes that include an awareness of ongoing self‐experience, enduring self‐knowledge and self‐control. The present investigation tested this multi‐process model using the Five‐Facet Mindfulness Questionnaire (FFMQ) and the Integrative Self‐Knowledge and Brief Self‐Control Scales. Using a sample of 1162 Iranian university students, we confirmed the five‐factor structure of the FFMQ in Iran and documented its factorial invariance across males and females. Self‐regulatory variables correlated negatively with Perceived Stress, Depression, and Anxiety and positively with Self‐Esteem and Satisfaction with Life. Partial mediation effects confirmed that self‐regulatory measures ameliorated the disturbing effects of Perceived Stress. Integrative Self‐Knowledge and Self‐Control interacted to partially mediate the association of Perceived Stress with lower levels of Satisfaction with Life. Integrative Self‐Knowledge, alone or in interaction with Self‐Control, was the only self‐regulation variable to display the expected mediation of Perceived Stress associations with all other measures. Self‐Control failed to be implicated in self‐regulation only in the mediation of Anxiety. These data confirmed the need to further examine this multi‐process model of self‐regulation.     

Self‐esteem discrepancies and identity‐expressive consumption: Evidence from Norwegian adolescents

Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self‐esteem gives rise to self‐enhancing behaviours. Given that individuals tend to enhance their self‐concepts with brands that are associated with positive identities, this study examined whether self‐esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in‐groups. Findings from an adolescent sample (ages 16–18) indicated that adolescents with larger discrepancies between explicit and implicit self‐esteem were more likely to construct their self‐concepts using in‐group‐linked brands.     

Reflective Self‐Control in Self‐Control Scholarship: A Peircean Analysis

Vosgerau, Scopelliti, and Huh (this issue) present an important critique of much self‐control research, highlighting some of the ways that our customary operationalizations and methods may have created more confusion than clarity. Their insights, rooted in past literature and new data, offer recommendations that will undoubtedly help us improve our research in consumption self‐control. In this commentary, I frame their work using the thought of Charles Sanders Peirce, a philosopher, mathematician, and logician whose frustration with the management of the self‐control construct and subsequent revision parallels Vosgerau et al's in many ways. Further, his thought proposes that their thought traces the boundary of another type of self‐control problem, which I'll refer to as “reflective self‐control.” Taking together consumption self‐control and reflective self‐control, we're able to address a wide range of human experiences and connect self‐control to ethics, consistent with a long tradition bridging the two. Perhaps most importantly, though, a Peircean analysis suggests that Vosgerau et al's paper—whether we agree or disagree with its conclusions—exemplifies the kind of scholarly self‐control we need to display to make scientific progress, regardless of our specific domain of study.     

Exerting Self‐Control ≠ Sacrificing Pleasure

Self‐control is a prominent topic in consumer research, where it is often conceptualized as the abstinence from hedonic consumption. We examine whether this conceptualization accurately captures consumers’ experiences of self‐control conflicts/failures in light of seminal self‐control theories in economics and psychology. Rejecting that notion, we argue that self‐control failures are choices in violation of superordinate long‐term goals accompanied by anticipated regret, rather than choices of hedonic over utilitarian consumption. This conceptualization has important methodological, theoretical, and practical implications. Methodologically, it highlights the need for experimental paradigms with higher construct validity. Theoretically, it helps elucidate how self‐control is distinct from impatience and self‐regulation. Practically, it provides a rich set of implications for deducing interventions on the individual and public policy level to help consumers exert self‐control.     

Empathy,culture and self‐humanising: Empathising reduces the attribution of greater humanness to the self more in Japan than Australia

People tend to ascribe greater humanness to themselves than to others. Previous research has indicated that this “self‐humanising” bias is independent of self‐enhancement and robust across cultures. The present study examined the possible role of empathy in reducing this bias in Japan (N = 80) and Australia (N = 80). Results showed that unlike Australians, Japanese participants who recalled personal experiences of empathising with others were less likely to self‐humanise than those in a neutral condition. The effect of the empathy manipulation was not observed in Australia. The findings suggest that empathy may reduce self‐focus and enable perceivers to appreciate the full humanness of others, but this effect may be culturally contingent.     

Perceived emotion suppression and culture: Effects on psychological well‐being

Whether the negative effects of emotion suppression on psychological well‐being are applicable cross‐culturally is a long‐debated topic. The present study attempted to shed light on this debate, focusing on the effects of perceived emotion suppression and examining the psychological processes leading from perceived emotion suppression to lower psychological well‐being. We used a scale manipulation to lead 196 American and 213 Chinese participants to perceive themselves as having suppressed their emotions to a greater or lesser extent and then measured their life satisfaction. As expected, both the American and Chinese participants reported lower life satisfaction in the high‐suppression condition than in the low‐suppression condition; this negative effect was mediated by positive affect and moderated by self‐esteem. Specifically, perceived high emotion suppression decreased positive affect, which in turn led to lower well‐being. This effect was observed only for those with low self‐esteem, but the patterns and mechanisms were consistent cross‐culturally.     

Dispositional optimism,self‐framing and medical decision‐making

Self‐framing is an important but underinvestigated area in risk communication and behavioural decision‐making, especially in medical settings. The present study aimed to investigate the relationship among dispositional optimism, self‐frame and decision‐making. Participants (N = 500) responded to the Life Orientation Test‐Revised and self‐framing test of medical decision‐making problem. The participants whose scores were higher than the middle value were regarded as highly optimistic individuals. The rest were regarded as low optimistic individuals. The results showed that compared to the high dispositional optimism group, participants from the low dispositional optimism group showed a greater tendency to use negative vocabulary to construct their self‐frame, and tended to choose the radiation therapy with high treatment survival rate, but low 5‐year survival rate. Based on the current findings, it can be concluded that self‐framing effect still exists in medical situation and individual differences in dispositional optimism can influence the processing of information in a framed decision task, as well as risky decision‐making.     

Self‐concept: a tourism application

Although well accepted by consumer behaviourists in general, self‐concept has received relatively little attention from tourism researchers. This is despite the potential it would appear to offer in terms of enabling an enhanced understanding of how tourists feel and what they seek from the tourism experience. The application of a model of self‐concept in this study suggests self‐concept may provide an alternative segmentation base, giving insights into how people perceive themselves in the tourist role and their consequent behaviour. Copyright © 2001 Henry Stewart Publications.     

Effects of Self‐Affirmation,Narratives, and Informational Messages in Reducing Unrealistic Optimism About Alcohol‐Related Problems Among College Students

This study examines intervention approaches to improve the accuracy of risk judgments among college students with unrealistic optimism about alcohol‐related problems. We conducted a randomized experiment with 2 self‐affirmation (affirmed, nonaffirmed) and 3 message conditions (narrative, informational, no treatment control). Results indicate that providing risk information to unrealistic optimists, while concomitantly protecting their self‐concept via either self‐affirmation or narratives, may reduce defensive reactions and align their perceived risk more closely with their actual risk. Self‐affirmation reduced unrealistic optimism only among those exposed to an informational message, not those exposed to a narrative. The narrative message appeared to increase perceived risk among unrealistic optimists via transportation and identification with the character. We discuss theoretical and practical implications of this work.     

Dynamic self‐representation of interdependent Chinese: The effect of bicultural experience

The process of globalisation has increased the opportunity for Chinese individuals to utilise influences from other cultures that differ from their own collectivistic culture. The explorations of the impact of acculturation on Chinese individuals' self‐construals have become intriguing. Thus, we recruited German‐Chinese (N = 192) people who live in Germany and had direct bicultural experiences, as well as Mainland‐Chinese (N = 192) people who live in Mainland China and had internalised a second culture through more indirect means of exposure. We investigated their accessibility to both interdependent and independent cultural frameworks using temporal self‐construal priming. The results showed that priming effects were observed in both cultural groups. However, the self‐construals of the German‐Chinese participants were more flexible than those of Mainland‐Chinese under self‐construal priming. Also, the results suggested that women were easier to be influenced by direct bicultural experiences, due to their private and collective self were different between the two cultures. These findings provide evidence regarding the opinion that individuals could use influences from more than one culture. More importantly, these results suggest that the acculturation induced by direct bicultural experiences facilitates cultural frame switching.