The present study examined the effects of adult attachment and cultural orientation on sacrifice behaviors and the corresponding emotional reactions, using a cross-cultural sample in the U.S. and China. Strain-tests protocol was utilized in this study, in which an individual (i.e., the asker) was asked to share with their romantic partner a personal goal that required a major sacrifice from their partner (i.e., the responder), and then entered a discussion to process their plan of carrying out this goal. The final sample included 115 couples from the U.S. and 99 couples from China. Results indicated that responder's attachment avoidance was negatively associated with sacrifice offered to their partners and they reported more positive emotions as a result. The interaction between attachment anxiety and nationality was significant. Specifically, in the U.S. sample, individuals with high attachment anxiety were more likely to offer sacrifice for their partners, but this effect was reversed in the Chinese sample. In addition, interdependent self-construal (ISC) was a significant moderator for the relation between attachment anxiety and sacrifice behavior. Individuals who endorsed higher ISC and higher anxious attachment were less likely to make sacrifice for their partner. Furthermore, when individual offered more sacrifice, they reported more positive emotions in general, but this effect was stronger in the Chinese sample than the U.S. sample. In addition, it was found that responders who endorsed higher ISC offered more sacrifice to their partner when asked to. These results advanced our understanding of the complex role of adult attachment in negotiating situations when partners in romantic relationships have different goals, as well as possible cultural differences in the expression of the attachment influences. The findings also highlighted the systemic perspective in understanding the roles of both partners' individual traits (i.e., attachment) and cultural values (i.e., interdependent self-construal) on their behaviors (i.e., sacrifice) in romantic relationships. Counseling implications, limitations, and future research directions were discussed.

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The primary goal of the present study was to assess linkages between parents' beliefs about children's emotions, parent-child discourse, and children's independent and interdependent self-construals with sixty 7th and 8th grade children. Children were interviewed with the Self-Guide Questionnaire (Higgins, Klein, & Strauman, 1985) and completed an independent and interdependent reaction time measure (Watson & Quatman, 2005). Children's self-guide responses were coded for independent and interdependent traits and behaviors. Parents completed the Parents' Beliefs about Children's Emotions Questionnaire (Halberstadt et al., 2008) to assess their beliefs about the danger of emotions and parents' and children's roles in emotion socialization. Parents' elaborative reminiscing style and both parent and child emotion labeling were measured through a cooperative game designed to elicit emotion-related discourse. Results showed that girls responded faster to interdependent traits and included more interdependent and connected self attributes than did boys, whereas boys included more independent and unique self attributes than did girls. Parents who believe children can guide their own emotion socialization elaborated less about their children's independent and interdependent memories. Their children who responded more slowly to both independent and interdependent traits, with a stronger effect for independent compared with interdependent traits. The interaction between parents' beliefs about the danger of emotions and about their guidance of their child's emotions was related to girls', but not boys', balance of independent and interdependent traits in their self-construal. Results have implications for identifying beneficial developmental trajectories of positive adjustment and mental health. / Ph. D.

Under the impact of the financial tsunami, global economy was weaken, lots of luxury brands¡¦ profits decreased, but trendy brands rise at that time. There are many kinds of trendy brands appear in Taiwan since 2008, and become famous between young people immediately. Trendy brands emphasize with uniqueness¡Bself-expression, not only become the fashion tendency, they also play an important role in teenagers¡¦ sub culture. As trendy brands get popular, some companies want to attract more young people by cooperating with trendy brands. Crossover with trendy brands is the main topic for companies. There is a lack of research about trendy or crossover so far, so this study is based on co-branding theory, analysis the change of consumers¡¦ evaluations about Positive brand emotions, negative brand emotions, involvement, and brand identity after company crossovers with different kinds of trendy brand. Then the study adds fitness between company and trendy brand and self-construal types of consumer as mediators, trying to comprehend the influence. This study finds consumers¡¦ evaluations about positive brand emotions and negative brand emotions will be better if company crossover with trendy brand founded by famous people. But consumers¡¦ evaluations about brand identity will be better if company crossover with both trendy brand founded by famous people and ordinary people. However, fitness between company and trendy brand and consumer¡¦s self-construal types don¡¦t change evaluations after crossover.

The emotion of nostalgia, defined as ¡§a sentimental longing for the past¡¨. Studies have indicated that nostalgia, as a positive and social emotion, have the potential to reduce the negative impact of social exclusion on empathy. This research mainly proposes two types of nostalgia (historical vs. personal) and examines the effects of product type and type of self-construal on nostalgia advertising. The present study uses experimental design with a 3 (nostalgia advertising:non-nostalgia vs. historical-nostalgia vs. personal nostalgia) x 2 (product type: publicly consumed product vs. privately consumed product) x 2 (self-construal: independent self vs. interdependent self) factorial design. Twelve different scenarios are established through fictitious product ads, and the ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intentions to observe the response under different scenarios. The results indicate that the nostalgia advertising is more effective than the non-nostalgia advertising, which is consistent with previous studies. There is an interaction effect between the type of nostalgia and product type. The personal nostalgia is more effective than the historical nostalgia in promoting a privately consumed product. Finally, when the interdependent self is activated, consumers show more favorable attitudes toward a privately consumed product promoted with personal nostalgia. In contrast, when the independent self is activated, no difference of advertising effects between historical and personal nostalgia in public or private product consumption contexts.

Past research has demonstrated that people prefer donating to a single identified donation recipient rather than abstractly presented donation recipients (i.e., the identifiable victim effect). The current study applies this conventional wisdom to cause-related marketing (CRM) advertising campaigns. The results show that the identifiable victim effect might not always be powerful within CRM advertising campaigns. Specifically, an advertisement with message evidence having statistical information about donation recipients is more effective for the people who possess an independent self-construal level. In contrast, a CRM ad with anecdotal message evidence about an identifiable donation recipient is effective for the people with an interdependent self-construal level. Theoretical and practical implications and directions for future research are discussed. / text

This study was an effort to uncover four major facts: (a) the predictive power ofthe proposed integrated model, which posits the influence of attitudes (ATT), subjectivenorms (SN), perceived behavior control (PBC), altruism, self-construal, and paperrecyclingknowledge on behavioral intentions; (b) the moderating effects ofindividualism-collectivism (I-C) on the attitudes-intentions relationship and thesubjective norms-intentions relationship; (c) the comparison of the predictive power ofthe TPB model and the proposed integrated model; and (d) the relationship between twointentions measures: behavioral intentions and implementation intentions.This cross-sectional research consisted of two phases: the TPB elicitation researchand the main study. Participants were undergraduate students recruited from two majorpublic universities in Thailand and the U.S. The sample size used in the main analysiscomprised 417 respondents from Thailand (representing a collectivistic society) and 432respondents from the U.S. (representing an individualistic society). Structural equationmodeling (SEM) was employed to investigate the predictability of the TPB model and theintegrated model. Multi-group SEM was implemented to examine the moderating effectsof I-C. Correlation analysis was conducted to detect the relationship between the twointentions measures.The results yielded some significant findings enhancing our understanding ofpaper-recycling intentions of college students in the two countries. First, TPBdeterminants, especially PBC and SN, were potential predictors of paper recycling.Although ATT was not a successful antecedent of intentions in Thailand, it predictedintentions of U.S. participants. Second, altruism was a significant factor explaining ATTand PBC for both samples; it also directly influenced intentions. Third, two types of selfconstrualsignificantly and distinctively affected ATT and SN. Fourth, paper-recyclingknowledge failed to predict either attitudes or intentions in either country. Fifth, althoughthe ratio difference of the model X2 and the R2 showed the TPB model to be slightly morepowerful than the integrated model, and TPB was more parsimonious, the integratedmodel advances our understanding of additional psychosocial and cultural factors withregard to paper recycling. Finally, the significant correlation between the behavioralintentionsand the implementation-intentions measures were positive and relatively high.Findings can benefit communication campaigns targeting audiences in different cultures.

Research Doctorate - Doctor of Philosophy (PhD) / The present work is a project in social psychology that looks at four different types of ingroup identification and investigates their possible variations as a function of defining personal characteristics and group-related phenomena. Five studies provide evidence for the validity of a qualitative distinction between centrality, social, communal, and interdependent identification and examine the way in which culture, gender, group status, relationship attachment style, and group type predicted each type of identification with groups. The research employs a multi-sample approach and combines correlational, experimental, and quasi-experimental designs. Research data was collected using purpose-built questionnaires that included a newly constructed Centrality, Social, Communal and Interdependent Identification Scale (CSCIIS) together with previously validated measures. Participants from Western and non-Western cultural backgrounds showed dispositional differences in their preferred type of identification, and differed in the extent to which their identification was focused on the group as a whole or on the individual group members. The studies integrate social identity theory, self-construal, and behavioural interdependence ideas, suggesting that there are some types of ingroup identification that are primarily based on interpersonal processes and relationships between group members. The leading themes are those of the conceptual complexity in assessing individuals’ identification with various social groups and the possibilities for deepening our understanding of the phenomenon by considering the key aspects that separate one type of ingroup identification from another. The results help bring clarity to a confusing literature dealing with ingroup identification and illustrate the value of a different level approach in the area.

In the course of figuring out one’s identity, the proactive manner in which an individual defines one’s self or builds one’s character is an important aspect of the venture. Markus and Kitayama (1991) described and contrasted interdependent self-construal and independent self-construal, two forms of self-construction. This paper presents the theoretical link between interdependent self-construal and psychological resilience. Identity development is viewed through the interdependent self-construal perspective and it is explained how interdependence provides an individual with more and better opportunities for identity development. Through a conceptual tie to self-compassion, interdependent self-construal may be a key component to experiencing psychological resilience.

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