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REGULATORY FOCUS AND SELF-CONSTRUAL AS DETERMINANTS OF THE MAJORITY RULE IN INDIVIDUAL DECISION MAKING

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Lu Y. , Nieznański M.

Studia Psychologica

2017

tom 59

nr 4

280 – 294

The majority rule has attracted much attention in recent debate on preference for aggregation strategies, which individuals may use in making choices or judgments for binary, weak-dominant multi-attribute options. The present research extends previous work on factors determining application of the majority rule. The experiment evidenced that individual decision makers are more likely to use the majority rule when increasing their orientation toward prevention rather than promotion regulatory focus. The results also confirmed a certain favourable tendency for individual decision makers to comply with the majority rule when priming their preference for interdependent rather than independent self-construal. These findings highlight a dynamic association between individual differences in goal pursuit motivation and perceived self-definition and behavioural judgment strategies.