Self-construal and values expressed in advertising (original) (raw)

Social Influence, 2007

Abstract

ABSTRACT People differ in the extent to which they feel psychologically connected and close to others. Whereas some people are individualistic and value uniqueness, other people are intrinsically more social and value belongingness to a greater extent. The present study investigated whether these different types of self‐construal and values expressed in advertisements relate to brand choice. The data indicate that values expressed in advertisements congruent with chronic self‐construal correlate with brand preference more than advertisements emphasizing values incongruent with chronic self‐construal. People prefer advertisements that express values congruent with their self‐construal.

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