Citation

Mourey JA, Oyserman D, Yoon C. Psychol. Sci. 2013; 24(9): 1615-1622.

Affiliation

1Stephen M. Ross School of Business.

Copyright

(Copyright © 2013, Association for Psychological Science, Publisher John Wiley and Sons)

DOI

10.1177/0956797613475631

PMID

23818651

Abstract

: People often make multiple choices at the same time, choosing a snack and drink or a cell phone and case, only to learn that some of their choices are unavailable. Do they take the available item (or items) or something else entirely? Culture-as-situated-cognition theory predicts that this choice is determined by one's accessible cultural mind-set. An accessible collectivist (vs. individualist) mind-set should heighten sensitivity to an emergent relationship among items chosen together so that having some is not acceptable if not all can be obtained. Indeed, we found that Latinos (but not Anglos) refuse chosen items if not all can be obtained (Study 1a). Further, making a collectivist mind-set accessible reproduces this between-groups difference (Study 1b), increases people's willingness to pay to complete sets (Study 1b), and shifts choice to previously undesired items if no set-completing option is provided (Studies 2-4). Finally, we found that increased sensitivity to an emergent relationship among chosen items mediates these effects (Studies 3 and 4).

Language: en