title: The pleasures and pains of distinct self-construals: the role of interdependence in regulatory focus.
abstract: Regulatory focus theory distinguishes between self-regulatory processes that focus on promotion and prevention strategies for goal pursuit. Five studies provide support for the hypothesis that these strategies differ for individuals with distinct self-construals. Specifically, individuals with a dominant independent self-construal were predicted to place more emphasis on promotion-focused information, and those with a dominant interdependent self-construal on prevention-focused information. Support for this hypothesis was obtained for participants who scored high versus low on the Self-Construal Scale, participants who were presented with an independent versus interdependent situation, and participants from a Western versus Eastern culture. The influence of interdependence on regulatory focus was observed in both importance ratings of information and affective responses consistent with promotion or prevention focus.
authors.affiliation: Marketing Department, J. L. Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois 60208-2001, USA. aylee@nwu.edu
authors.forename: A Y
authors.initials: AY
authors.lastname: Lee
authors.forename: J L
authors.initials: JL
authors.lastname: Aaker
authors.forename: W L
authors.initials: WL
authors.lastname: Gardner
mesh_terms: D000328:Adult; D003466:Cultural Characteristics; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D010990:Pleasure-Pain Principle; D011337:Probability Learning; D012649:Self Concept; D012945:Social Values