The Distinct Influence of Cognitive Busyness and Need for Closure on Cultural Differences in Socially Desirable Responding

Research suggests that cognitive busyness and need for closure have similar effects on a host of consumer phenomena, leading some researchers to treat the two variables as substitutes. We propose that cognitive busyness and need for closure have distinct roots and can have different effects. We examine their dis-tinction in the context of cultural differences in the two types of socially desirable responding—impression management and self-deceptive enhancement. Our find-ings indicate that high (vs. low) cognitive busyness weakens the relationship be-tween culture and impression management, but not that between culture and self-deceptive enhancement. In contrast, high (vs. low) need for closure strengthens both relationships. The article concludes with a discussion of the theoretical, meth-odological, and practical implications of these findings. Consumers who respond to marketing surveys often doso under different contexts and have distinct motiva-tions. For example, some consumers may respond to a sur-vey while watching TV, which may distract their attention and limit their cognitive resources, whereas others may d