2013 Fiscal Year Final Research Report
Functions of Self Concept in Consumer Research: Cultural Comparison Studies of Interpersonal Relationships
| Project/Area Number |
23402040
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| Research Category |
Grant-in-Aid for Scientific Research (B)
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| Allocation Type | Single-year Grants |
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| Section | 海外学術 |
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| Research Field |
Commerce
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| Research Institution | Hosei University |
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Principal Investigator |
KIMURA Junko 法政大学, 経営学部, 教授 (00342204)
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| Co-Investigator(Kenkyū-buntansha) |
SAKASHITA Mototaka 慶應義塾大学, 経営管理研究科, 准教授 (00384157)
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| Project Period (FY) |
2011-04-01 – 2014-03-31
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| Keywords | 消費者行動研究 / 母娘消費 / 拡張自己 / 国際比較 / フェミニニティ / 女性性 / 社会的比較理論 / 母親 |
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| Research Abstract |
This research introducese a social comparison framework to study the mechanisms univerlying mothers' sharing practices with their adolescent daughters in two national cultures: Japan, a collectivistic national culture, and France, an individualistic culture. Using an interpretive approach, this study shows that social comparison processes and their motives differ across cultures, reflecting differences between individualistic and collectivist societies. The interpersonal comparison process predominates in France, wheres an intergroup are the primary motives for mothers' social comparisons in individualistic cultures, wheres self-enhancement is more valued in collectivist countries.
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