When norms loom larger than the self: Susceptibility of preference–choice consistency to normative influence across cultures

Savani, Krishna; Wadhwa, Monica; Uchida, Yukiko; Ding, Yu; Naidu, N. V.

doi:10.1016/j.obhdp.2014.09.001

Cited by 48 publications

(48 citation statements)

References 30 publications

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“…This factor may be relevant not only to contextual variation within cultures but also to differences between cultures. Savani, Wadhwa, Uchida, Ding, and Naidu (2015) show that the greater Indian (vs. American) propensity to disassociate choices from private preferences arises not only from the greater preference for allocentrism in decision making in Indian culture but also from the greater sensitivity to social cues in Indian contexts. Consistent with the social radar account, Indians made more choices inconsistent with their private preferences in the presence of social monitoring cues (i.e., an image of human eyes).…”

Section: From Objective Structures To Subjective Expectationsmentioning

confidence: 96%

See 1 more Smart Citation

Normology: Integrating insights about social norms to understand cultural dynamics

Morris

Hong

Chiu

et al. 2015

Organizational Behavior and Human Decision Processes

280

273

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Available online xxxx Accepted by X-P Chen a b s t r a c t This paper integrates social norm constructs from different disciplines into an integrated model. Norms exist in the objective social environment in the form of behavioral regularities, patterns of sanctioning, and institutionalized practices and rules. They exist subjectively in perceived descriptive norms, perceived injunctive norms, and personal norms. We also distil and delineate three classic theories of why people adhere to norms: internalization, social identity, and rational choice. Additionally, we articulate an emerging theory of how perceived descriptive and injunctive norms function as two distinct navigational devices that guide thoughts and behavior in different ways, which we term ''social autopilot'' and ''social radar.'' For each type of norms, we suggest how it may help to understand cultural dynamics at the micro level (the acquisition, variable influence and creative mutation of cultural knowledge) and the macro level (the transmission, diffusion and evolution of cultural practices). Having laid the groundwork for an integrated study of norm-normology, we then introduce the articles of this special issue contributing theoretical refinements and empirical evidence from different methods and levels of analysis. Managerial implications are discussed.

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Section: From Objective Structures To Subjective Expectationsmentioning

confidence: 96%

“…Norms affect behaviors and performance , but norms are not the sole determinants of behaviors (MacCoun, 2015). Normative influence is stronger within interdependent (vs. independent) societies, and when behaviors can (vs. cannot) be publicly monitored (Savani, Wadhwa, et al, 2015).…”

Section: Directing Behavior Through Normsmentioning

confidence: 99%

Normology: Integrating insights about social norms to understand cultural dynamics

Morris

Hong

Chiu

et al. 2015

Organizational Behavior and Human Decision Processes

280

273

View full text Add to dashboard Cite

show abstract

“…As norms of beauty are defined by the society, anyone who wishes to be perceived as beautiful needs to and strives to adhere to these norms (Davis, Sbrocco, Odoms-Young, and Smith 2010;Kim, Young, and Keun 2014). However, the motivation to adhere to societal norms may also depend on the salient cultural values of an individual (Savani et al 2015).…”

Section: Conceptual Development the Pursuit Of Beautymentioning

confidence: 99%

“…Easterners (interdependents) gain their sense of worth and satisfaction from belonging to a larger group and adjusting oneself to promote and ensure group harmony, whereas Westerners (independents) gain their sense of worth from being unique and achieving personal goals (Bond and Smith 1996;Markus and Kitayama 1991). As such, compared to independents, interdependents' self-perceptions are influenced to a larger extent by others' opinions (Kim and Markman 2006;Kim and Markus 2004;Savani et al 2015). Further, when a person's interdependent self-construal or collective self is activated, subjective norms (instead of personal attitudes) guide behavioural intentions (Ybarra and Trafimow 1998).…”

Section: Culture and Beauty: The Role Of Normsmentioning

confidence: 99%

Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Madan

Basu

et al. 2018

Journal of International Marketing

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Human beings have always coveted beautiful objects, but the desire to look good is touching new heights worldwide. Although the pursuit of beauty appears to be universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products compared to Westerners (less interdependent). This is driven by interdependents' tendency to conform to societal norms, which in turn leads to heightened self-discrepancy (Study 2). The use of appearanceenhancing tools helps to minimize this discrepancy. Lastly, Study 3 shows that the impact of interdependence on usage of appearance-enhancing tools is moderated by strength of norms. When norms are loosely defined and adherence is not strictly enforced, interdependents' appearance enhancement tendency is reduced. This research offers actionable insights into the pursuit of beauty, marketing of beauty brands, policymaking, and consumer well-being.

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“…Variations in how decisions are made tend to coincide with variations in who makes the decision. Western researchers have largely assumed that people make decisions by following their own preferences and values, but people in many cultures discount personal preference and instead seek advice, at times deferring to others' preferences, especially when the perceived norm is to discount one's own desires (Savani, Markus, & Conner, 2008;Savani, Wadhwa, Uchida, Ding, & Naidu, 2015). We return to this distinction in the ''value" section.…”

Section: ''How"mentioning

confidence: 99%

Culture and decision making

Yates

Oliveira

2016

Organizational Behavior and Human Decision Processes

146

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a b s t r a c tThe study of culture and decision making addresses variations in how and why people from different cultures sometimes tend to decide differently. This review is organized around what is intended to be a comprehensive analysis of the distinct fundamental questions that people must answer in the process of making virtually all real-life decisions. Our emphasis was on recent developments as well as identifying important yet neglected topics (e.g., how decision episodes get started-or not, and why some decisions are never implemented). Early as well as current efforts have focused mainly on East Asian and North American Caucasian cultures, with little treatment of other populations. In such studies, individualism and collectivism have been the dominant explanatory factors although related but distinct concepts such as ''tightness" and ''looseness" have been welcome additions to recent discussions. Throughout, the review emphasizes practical concerns, such as the challenges of intercultural learning and collaboration.

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When norms loom larger than the self: Susceptibility of preference–choice consistency to normative influence across cultures

Cited by 48 publications

References 30 publications

Normology: Integrating insights about social norms to understand cultural dynamics

Normology: Integrating insights about social norms to understand cultural dynamics

Impact of Culture on the Pursuit of Beauty: Evidence from Five Countries

Culture and decision making

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