Department of Psychology, University of California, Santa Barbara, Santa Barbara, CA 93106, USA.
Pers Soc Psychol Bull. 2009 Dec;35(12):1555-66. doi: 10.1177/0146167209348641. Epub 2009 Oct 9.
This research examined cultural differences in the patterns of choices that reflect more social characteristics of a chooser (e.g., social status). Four studies examined the cultural difference in individuals' tendency to choose brand-name products (i.e., high-status options) over generic products (i.e., low-status options) and the underlying reasons for these differences. Compared to European Americans, Asian Americans consistently chose brand-name products. This difference was driven by Asian Americans' greater social status concerns. Self-consciousness was more strongly associated with the brand-name choices of Asian Americans (vs. European Americans), and experimentally induced social status led Asian Americans (vs. European Americans) to make more choices concordant with self-perception. These findings highlight the importance of considering external and social motivations underlying the choice-making process.
这项研究考察了反映选择者更多社会特征（例如社会地位）的选择模式中的文化差异。四项研究考察了个体在选择名牌产品（即高地位选择）而非普通产品（即低地位选择）方面的文化差异，以及这些差异的潜在原因。与欧洲裔美国人相比，亚裔美国人更倾向于选择名牌产品。这种差异是由亚裔美国人更关注社会地位驱动的。与欧洲裔美国人相比，自我意识与亚裔美国人选择名牌产品的关系更为密切，而实验诱导的社会地位使亚裔美国人（而非欧洲裔美国人）做出更多与自我认知一致的选择。这些发现强调了在决策过程中考虑外部和社会动机的重要性。
