The Research On Impact Of Self-construal And Susceptibility To Normative Influence On Consumers' Product Attribute Preference

Value originates from culture. Consumers with different cultural background have varied cognitive style and behavioral pattern; individual consumers in the same culture tend to have constant cognition and behavior however different with each other individually. This research will explore the influence of Self-construal and Susceptibility to Normative Influence on Consumers'Product Attribute Preference with the consideration of moderating of consuming situation related family via experimental method. Specifically, choosing self-construal to explore the mechanism of consumers' behavior in specific situation; using Susceptibility to Normative Influence to reflect the consumers different responding to the common behavior norm in the same culture; and selecting "Inside Family" and "Outside Family" as the moderating variable to observe the changing of product attribute preference when the situation change. Meanwhile, the research will explore the possible expression of Relational Self-construal in Chinese culture and the origin of its cognitive structure and motives.