Express Your Social Self: Cultural Differences in Choice of Brand-Name Versus Generic Products.

This research examined cultural differences in the patterns of choices that reflect more social characteristics of a chooser (e.g., social status). Four studies examined the cultural difference in individuals' tendency to choose brand-name products (i.e., high-status options) over generic products (i.e., low-status options) and the underlying reasons for these differences. Compared to European Americans, Asian Americans consistently chose brand-name products. This difference was driven by Asian Americans' greater social status concerns. Self-consciousness was more strongly associated with the brand-name choices of Asian Americans (vs. European Americans), and experimentally induced social status led Asian Americans (vs. European Americans) to make more choices concordant with self-perception. These findings highlight the importance of considering external and social motivations underlying the choicemaking process. [ABSTRACT FROM AUTHOR]