Departmental Bulletin Paper 〈論文・報告〉認知的不協和の文化的差異--顧客満足研究への一示唆

太田, 壮哉

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[概要] 認知的不協和理論は従来から顧客満足研究に適用されてきたが, 文化的側面により不協和生起に違いがあるかもしれないということに関してはあまり考慮されてこなかった. 本稿では, この点に関して相互独立的自己観と相互協調的自己観という観点から理論的に検討していくものである. その結果, 西洋人(相互独立的自己観を保有)と東洋人(相互協調的自己観)との間には不協和生起に差があることが確認された. [Abstract] Cognitive dissonance theory has applied to customer satisfaction studies in the past without considering a difference of dissonance occurrence between cultures. This paper discusses theoretically a cultural difference of dissonance occurrence from the point of view of independent and interdependent construal of self. It turned out that there is a cultural difference of dissonance occurrence between Westerners, who have independent construal of self and Orientals, who have interdependent construal of self. Concretely, if there is not other's existence in a person's choice or decision, dissonance is easy to occur in Westerners. On the contrary, dissonance is easy to occur in Orientals if there is other's existence in a person's choice or decision.
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