Viewing time through the lens of the self: The fit effect of self-construal and temporal distance on task perception

This paper describes how different self-construals influence people's perception of temporal distance and in turn their task evaluation. We hypothesize that people with a more accessible interdependent (vs. independent) self-construal perceive future events as temporally more proximal, and that people's reaction toward a task is intensified when the temporal distance to the task matches (vs. mismatches) their self-construal. Across four studies, we showed that individuals with a more accessible interdependent self-construal (Study 1) and East Asians (Study 2) perceived future events as more proximal than those with a more accessible independent self-construal and European Americans. Further, when considering a task at a temporal distance that fits their self-construal, individuals perceived a pleasant task as more motivating (Study 3) and an unpleasant task as less motivating (Study 4). Copyright (C) 2010 John Wiley & Sons, Ltd.