Let your preference be your guide? Preferences and choices are more tightly linked for North Americans than for Indians.

Using experimental paradigms from economics and social psychology, the authors examined the cross-cultural applicability of 3 widely held assumptions about preference and choice: People (a) recruit or construct preferences to make choices; (b) choose according to their preferences; and (c) are motivated to express their preferences in their choices. In 6 studies, they compared how middle-class North American and Indian participants choose among consumer products. Participants in both contexts construct nonrandom preferences at similar speeds. Those in Indian contexts, however, are slower to make choices, less likely to choose according to their personal preferences, and less motivated to express their preferences in their choices. The authors infer that the strong link between preferences and choices observed among North Americans is not a universal feature of human nature. Instead, this link reflects the disjoint model of agency, which prescribes that people should choose freely on the basis of their preferences. In contrast, Indian contexts reflect and promote a conjoint model of agency, according to which agency is responsive to the desires and expectations of important others and may require restraining one's preferences.