Workshop Series: Hean Tat Keh

17 October, 2014 - 10:00 to 12:00
Room 132 Building 14


When shopping, consumers often encounter cross-selling persuasion, whereby the salesperson will suggest another product to go along with the intended purchase item. Some consumers may develop high attitude certainty when counterarguing against cross-selling persuasion, while others may not. The present research examines the effect of consumers’ self-construal on their attitude certainty. Specifically, interdependent self-construal weakens consumers’ attitude certainty, whereas independent self-construal strengthens consumers’ attitude certainty. The relationship between self-construal and attitude certainty is mediated by thinking style, such that consumers with an interdependent (vs. independent) self-construal show high holistic thinking tendency, which lowers their attitude certainty. These effects are moderated by consumer mood and the purchase target (buying for the self vs. buying for others). That is, being in a good mood will lower consumers’ attitude certainty, while being in a bad mood increases their attitude certainty. In addition, buying for others will decrease attitude certainty while buying for the self will increase attitude certainty, regardless of self-construal. The authors conduct six studies and find consistent support for their hypotheses.

The seminar is open to all academics and research students. Please encourage your RHD students to attend.

The seminar will be followed by lunch at St Lucy's (12.30pm start).

After lunch, Tat is available to meet with interested RHD students and academic staff between 2-4pm. Please sign up for a time slot if you wish to schedule a meeting.

Professor Hean Tat Keh, Monash University