Functions of Self Concept in Consumer Research: Cultural Comparison Studies of Interpersonal Relationships

本研究引入社会比较框架，研究了集体主义的日本和个人主义的法国两种民族文化中母亲与青春期女儿分享行为的普遍机制。本研究采用解释的方法，表明社会比较过程及其动机在不同文化中存在差异，反映了个人主义和集体主义社会的差异。人际比较过程在法国占主导地位，在那里，群体间是母亲在个人主义文化中进行社会比较的主要动机，而在集体主义国家中，自我提升更受重视。

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.