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- All Subjects: decision making
- Creators: Kenrick, Douglas T.
Description
Research and theory in social psychology and related fields indicates that people simultaneously hold many cultural identities. And it is well evidenced across relevant fields (e.g., sociology, marketing, economics) that salient identities are instrumental in a variety of cognitive and behavioral processes, including decision-making. It is not, however, well understood how the relative salience of various cultural identities factors into the process of making identity-relevant choices, particularly ones that require an actor to choose between conflicting sets of cultural values or beliefs. It is also unclear whether the source of that salience (e.g., chronic or situational) is meaningful in this regard. The current research makes novel predictions concerning the roles of cultural identity centrality and cultural identity situational salience in three distinct aspects of the decision-making process: Direction of decision, speed of decision, and emotion related to decision. In doing so, the research highlights two under-researched forms of culture (i.e., political and religious) and uses as the focal dependent variable a decision-making scenario that forces participants to choose between the values of their religious and political cultures and, to some degree, behave in an identity-inconsistent manner. Results indicate main effects of Christian identity centrality and democrat identity centrality on preference for traditional versus gender-neutral (i.e., non-traditional/progressive) restrooms after statistically controlling for covariates. Additionally, results show a significant main effect of democrat identity centrality and a significant interaction effect of Christian and democrat identity centrality on positive emotion linked to the decision. Post hoc analyses further reveal a significant quadratic relationship between Christian identity centrality and emotion related to the decision. There was no effect of situational strength of democrat identity salience on the decision. Neither centrality or situational strength had any effect on the speed with which participants made their decisions. This research theoretically and empirically advances the study of cultural psychology and carries important implications for identity research and judgment and decision-making across a variety of fields, including management, behavioral economics, and marketing.
ContributorsBarbour, Joseph Eugene (Author) / Cohen, Adam B. (Thesis advisor) / Kenrick, Douglas T. (Committee member) / Mackinnon, David P (Committee member) / Mandel, Naomi (Committee member) / Arizona State University (Publisher)
Created2019
Description
People commonly make decisions and choices that could be delayed until a later time. This investigation examines two factors that may be especially important in these types of decisions: resource stability and comparison target. I propose that these two factors interact to affect whether individuals tend to adopt a delay strategy or whether they engage in more present-oriented strategy. Specifically, this thesis study tested whether picturing one’s ideal led to the adoption of a delay strategy to a greater extent when resources were stable and to a lesser extent when resources were unstable. Participants read a house-hunting scenario in which the market was stable or unstable, and either pictured their ideal house at the beginning of the task or did not. As expected, participants in the stable housing market were more willing to delay choosing a house, though the predicted interaction between resource stability and comparison target did not emerge. Contrary to the predictions, however, participants who pictured their ideal house were more willing to choose a house immediately and were more satisfied with the house they chose. Overall, these findings did not lend support to the main argument of this investigation that picturing one’s ideal would promote a delay strategy under stable resource conditions. The finding that participants preferred immediate choice after picturing their ideal may have interesting implications for persuasion and advertising.
ContributorsAdelman, Robert Mark (Author) / Kwan, Virginia S Y (Thesis advisor) / Kenrick, Douglas T. (Committee member) / Sanabria, Federico (Committee member) / Arizona State University (Publisher)
Created2015