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ISSN : 1229-8778
It is inevitable to make small and big decisions unceasingly in our daily lives. They include decisions not for oneself but for others. In order to investigate how the decisions are made in risk-taking situations, this study is to examine how the self-construal level and construal level of the participant could impact in risk-taking situations. Each participant was randomly assigned to one of eight conditions in the experimental of 2(decision object: self/other) X 2(construal level: high/low) X 2(self-construal: independent/interdependent) 3-way completely randomized factorial design. The result also shows an effect of correlation among decision object, construal-level, and self-construal level. Participants who have high-construal and independent self-construal take high risk choices for both self and others, whereas participants who have low-construal and independent self-construal take low risk options for self and high risk options for others. On the other hand, in interdependent self-construal condition, they take low risk option for self regardless of their construal levels, whereas participants who have high-construal take high risk options for others and participants who have low-construal take low risk option others. The research results implicate that people have a tendency to take higher risks for the choices for others than for themselves but the tendency diminishes when they feel responsibilities or similarities with the others. Through the measurement of construal levels and self-construal levels, it has been identified that individuals' variable also has an influence on the results. The effect of types of purchase decision beneficiaries and deciders' individual characteristics on making risk-taking decisions, which has been investigated in this study, is considered to provide implications to risk-taking decisions in various area.
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