Social-Class Differences in Consumer Choices

The present research shows that, when making choices, working-class Americans are more affected by others' opinions than middle-class Americans due to differences in independent versus interdependent self-construal. Experiment 1 revealed that when working-class Americans made decisions to buy products, they were more influenced by the choices of others than middle-class Americans. In contrast, middle-class Americans were more likely to misremember others' choices to be consistent with their own choices. In other words, working-class Americans adjusted their choices to the preference of others, whereas middle-class Americans distorted others' preferences to fit their choices. Supporting our prediction that this social-class effect is closely linked to the independent versus interdependent self-construal, we showed that the differences in self-construal across cultures qualified the social-class effects on choices (Experiment 2). Moreover, when we experimentally manipulated self-construal in Experiment 3, we found that it mediated the corresponding changes in choices regardless of social class.