A Moderated Mediation Model of Self-Construal, Social Trust, and Compliance on Covid-19 Public Health Regulation: A Cross-country Analysis

To address the global Covid-19 pandemic, governments around the world require on the collective cooperation of their citizens to comply with public health regulation. Earlier studies examined the extent to which self-construal has an impact on individual compliance to law. However, existing literature has paid little significant attention to behavioural outcome of self-construal in the pandemic context across countries and cultures. The aim of this study was; 1) to determine whether interdependent self-construal predicts compliance of Covid-19 public health regulation, 2) to examine if the association was mediated by individual social trust, and 3) to test whether these associations were moderated by respondent's country of residence (US x Indonesia). General adult respondents from US (N=231) and Indonesia (N=440) were voluntary participated in a survey measuring their trust to the government, interdependent self-construal orientation and compliance toward Covid-19 public health regulation. While our moderated mediation model involving respondent’s country residence did not support the hypothesis, the mediation analysis demonstrated significant association between interdependent self-construal and compliance via social trust. Our additional simple moderation analysis on direct effect of interdependent self-construal and compliance showed significant findings. Further, theoretical and practical implications of these findings were discussed in the following paper.

Revisiting the Power to Forgive: A Dyadic Approach for Determining the Relations Between Power, Self-Esteem, and Forgiveness in Romantic Relationships

Power pervades interpersonal relationships and can impact relationship-related outcomes (e.g., forgiveness). Here, we expected a positive association between power and forgiveness in two studies involving German and Israeli couples ( N = 149/174 couples). Actor–partner interdependence mediator models showed the expected positive associations of actor’s power with both actor’s forgiveness and partner’s forgiveness. Independent self-esteem partially mediated and interdependent self-esteem completely mediated the power–forgiveness link for actors. Also, high experienced power was associated with high self-esteem, which in turn was positively related to benevolence motivation and negatively related to revenge and avoidance motivation. The implications of these findings are relevant for couple’s therapy and advance our understanding of associations between power and relationship variables. Future research may distinguish between authentic and instrumental forgiveness and use experimental settings.

Communication, the Heart of a Relationship: Examining Capitalization, Accommodation, and Self-Construal on Relationship Satisfaction

The study of processes that enrich positive relationships has been an under-researched area within positive psychology practice. The way an individual responds during couple conflicts (accommodation response) and toward the disclosure of good news of a partner (capitalization response) has been linked to relationship quality. Although the accommodation and capitalization communication processes are part and parcel of our everyday lives, the two processes have been examined separately and dominated by the Western perspectives in past research. Prior work has suggested that Western and Asian cultures differ in expressing and perceiving beneficial communication behaviors. Yet, it is still unclear which accommodation and capitalization responses matter the most from an Asian lens. To date, there is no research examining these interconnected variables simultaneously in Asia, specifically in Malaysia. In this study, two forms of communication processes, namely, (1) accommodation and (2) capitalization, were explored concurrently to disentangle the unique associations and influence on relationship satisfaction. This study also sought to understand the moderating effects of culture in terms of interdependent self-construal on the link between these two communication processes and relationship satisfaction. Responses of 139 Malaysians in dating relationships between the age of 18 and 30 years (Mage = 23.15) were collected through online surveys. An active and constructive reaction was captured as the most favorable response through both the capitalization and accommodation processes. Prominently, an active-constructive capitalization response bore the strongest influence on relationship satisfaction above and beyond other responses. A passive and constructive response was revealed only fruitful for disclosures of positive news and not during conflicts. Conversely, in the destructive paradigm, passive-destructive responses were the most detrimental factor in relationships compared to other destructive responses. The results also uncovered that interdependent self-construal did not moderate the two forms of communication processes. However, the findings discovered unexpected individual and cultural variations. This pioneering study is a noteworthy addition to the positive psychology literature from an Asian standpoint. It highlights the significance of not only protecting relationships through better conflict management but also enriching relationships by capitalizing on the positive aspects across the lives of the couple, ultimately providing a greater holistic insight into cultivating flourishing lives.

Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness

The design of an effective brand story has become a key issue in marketing strategies. This study aims to explore what kinds of brand stories (underdog or top dog) individuals prefer from the perspective of the level of self-construal and the need for uniqueness. In this study, a questionnaire survey was used to collect data from China. One-way analysis of variance and bootstrapping via the Process plug-in were adopted to test the hypotheses. This study confirms that individuals with independent self-construal have a higher need for uniqueness and prefer underdog brand stories, while individuals with interdependent self-construal have a lower need for uniqueness and prefer the top dog brand story. This paper promotes theoretical research in the fields of self-construal, the need for uniqueness, and brand stories, and provides rich theoretical support for enterprises in designing and adjusting brand stories. Implications, limitations and future studies are discussed.

Effect of achievement-related gamification on brand attachment

PurposeThis research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities.Design/methodology/approachSurvey data (N = 523) were collected from customers of typical gamified online brand communities. The research model was examined with structural equation modeling using SmartPLS 3.2.FindingsAchievement-related gamification features positively affect customers' brand attachment via the intrinsic motives of autonomy, competence and relatedness, but not extrinsic motives. Relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, interdependent self-construal positively moderates the effects of achievement-related gamification features on intrinsic (autonomy, competence and relatedness) and extrinsic motives.Originality/valueTheoretically, this study contributes to the brand marketing literature by identifying gamification as a new antecedent for brand attachment. It also contributes to the gamification literature by demonstrating that achievement-related gamification features strengthen brand attachment via intrinsic motives but not extrinsic motives in the specific context of the online brand community. Meanwhile, the relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, this research provides the first empirical evidence that interdependent self-construal moderates the effects of achievement-related gamification features on intrinsic and extrinsic motives. Practically, managers can learn from the results that achievement-related gamification features should be designed to foster customers' intrinsic motives and brand attachment, especially those high in interdependent self-construal levels.

Narrative identity among people with disabilities during the COVID-19 pandemic: The interdependent self

This study examines narrative identity among a large, diverse (American) sample of people with disabilities (PWDs) during the “second wave” of the COVID-19 pandemic (October-December, 2020). The study relied on abductive analyses, combining a purely inductive phase of inquiry followed by two rounds of investigation that filtered inductive insights through three theoretical lenses: social-ecological theory, the theory of narrative identity, and perspectives from the interdisciplinary field of disability studies. The central result was the identification of a particular configuration of self, one that was demonstrably interdependent with both immediate interpersonal contexts and with broader cultural contexts. This interdependent self was interpreted in both positive and negative ways by PWDs. These findings invite future inquiry into commonplace conceptualizations of an independent self at the center of personality research.

Together or alone on the prosocial path amidst the COVID-19 pandemic: the partitioning effect in experiential consumption

PurposeDuring these unprecedented times, acts of charity are deemed essential to help individuals in need and support the social safety net. Given the importance of prosocial behavior for survival through the coronavirus disease 2019 (COVID-19) outbreak, the authors investigate the effects of partitioning experiential consumption and self-construal on consumer responses.Design/methodology/approachBased on the literature on partitioning and self-construal, the findings across three experimental studies provide novel insights into the interplay between partitioning and self-construal, and offer psychological processes on prosocial and behavioral intention.FindingsIndividuals with predominantly independent (vs. interdependent) self-construals and those primed with independent (vs. interdependent) self-construals showed higher prosocial intention when the experiential product ad was in an aggregated (vs. partitioned) format. The fit between the type of format and self-construal leads to the high control coping mechanism, and ultimately prosocial intention.Originality/valuePartitioning experiential consumption has not been directly examined using self-construal, providing novel insights into consumer reactions during the pandemic. This paper provides practical implications to practitioners and researchers to better understand and adapt to shifting digital consumption patterns.

Minding Your Own Business? Mindfulness Decreases Prosocial Behavior for People With Independent Self-Construals

Mindfulness appears to promote individual well-being, but its interpersonal effects are less clear. Two studies in adult populations tested whether the effects of mindfulness on prosocial behavior differ according to individuals’ self-construals. In Study 1 ( N = 366), a brief mindfulness induction, compared with a meditation control condition, led to decreased prosocial behavior among people with relatively independent self-construals but had the opposite effect among those with relatively interdependent self-construals. In Study 2 ( N = 325), a mindfulness induction led to decreased prosocial behavior among people primed with independence but had the opposite effect among those primed with interdependence. The effects of mindfulness on prosocial behavior appear to depend on individuals’ broader social goals. This may have implications for the increasing popularity of mindfulness training around the world.

I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal

Individuals tend to satisfy their assimilation needs by purchasing products that bear a specific group identity. Such products might be preferred when an individual is threatened because anxiety increases affiliative needs. In contrast, individuals might be more attracted to unique-design products when they feel less anxious. We examined the impact of anxiety on assimilation and differentiation needs amongst consumers primed with independent and interdependent self-construal. We expected that anxiety would produce stronger assimilation needs and show a weaker preference for unique products. In Study 1 (N = 110), we found that individuals in the anxiety-inducing condition decreased their evaluation of unique products and exhibited stronger assimilation needs. Independents who felt anxiety reacted with a reduced preference for group-linked products. Study 2 (N = 102) found that introducing an anxiety-decreasing agent (vanilla scent) after a social identity threat reduced differentiation needs and preference for unique products. Physiological data showed that the social identity threat increased sympathetic arousal, but the vanilla scent did not have a soothing effect on physiological reactivity. Overall, this work showed that both anxiety and vanilla scent reduced consumer need for differentiation. Furthermore, for independents, anxiety reduced assimilation needs. We found novel determinants of assimilation/differentiation needs with implications for advertising and retailing products with a unique design.