title: Impression Management in Survey Responding: Easier for Collectivists or Individualists?
abstract: Three experiments indicate that when individualists and collectivists engage in impression management on self-reports, they do so through different psychological mechanism s. Collectivists do so through a relatively automatic process. Thus, they can impression manage even when cognitively busy. Individualists impression manage through a more effortful process. Therefore, they can do so only when the situation permits effortful processing. These findings highlight distinct conditions under which social norms may influence consumer self-reports across cultures.
authors.affiliation: Guilford Glazer School of Business and Management, Ben-Gurion University of the Negev, POB 653, Beer-Sheva 84105, Israel (.
authors.forename: Hila
authors.initials: H
authors.lastname: Riemer
authors.forename: Sharon
authors.initials: S
authors.lastname: Shavitt