Brand‐Situation Congruity: The Roles of Self‐Construal and Brand Commitment

The present research examines the moderating roles of self‐construal and brand commitment in brand‐situation congruity effects in persuasion. Self‐construal refers to how individuals perceive themselves in the context of relationships with others (Singelis, 1994). Individuals with independent self‐construal, who emphasize autonomy and assertiveness, value consistency regardless of social contexts, whereas people with interdependent self‐construal value their relationships with others and adapt with flexibility to social situations. Commitment is a psychological state that globally represents the experience of dependence on a relationship and denotes a long‐term orientation, including a feeling of attachment to a relational partner and a desire to maintain a relationship (Rusbult, 1983). In the same vein, brand commitment refers to emotional or psychological attachment to and dependence on a brand (Beatty & Kahle, 1988x). Experiment 1 demonstrated that brand‐situation congruity, for which brand preference increases when the brand personality is congruent (vs. incongruent) with social situational cues, was stronger for interdependent (vs. independent) self‐construal individuals. Experiment 2 provided further support for the moderating role of self‐construal, when primed, in situation congruity effects as well as evidence for another moderator, brand commitment. That is, the moderating effect of self‐construal on brand‐situation congruity was stronger when consumers held weak (vs. strong) commitment to the target brand.     

Make it Your Own: How Process Valence and Self‐Construal Affect Evaluation of Self‐Made Products

Self‐production, participation of consumers in the production process of products for their own consumption, leads to consumers’ enhanced evaluations of the self‐made products. Three experimental studies investigate how and why self‐production affects consumers’ product evaluations and reveal that not all production experiences create additional value for all consumers. In particular, Studies 1 and 2, using hypothetical stories and real experiences, show that only positive (vs. negative) production experiences enhance evaluations of self‐made products over products made by others. Positive (but not negative) experiences decrease the psychological distance between the self and the product and strengthen identification with it. Study 3 manipulates self‐construal (independent vs. interdependent) to investigate its role on evaluation of self‐made products and products made with close others as a group (i.e., group‐made). Consumers with independent self‐construal evaluate self‐made (vs. other‐made) products more favorably only if the process is positive. However, consumers with interdependent self‐construal evaluate self‐made products more favorably even if the process is negative. Additionally, consumers with interdependent (vs. independent) self‐construal exhibit more favorable evaluation of group‐made products. Finally, even if consumers know how another person feels while making a product, other people's process emotions do not affect consumers’ product judgments as strongly as their own experienced process emotions.     

Beyond the Usefulness of Branded Applications: Insights from Consumer–Brand Engagement and Self‐construal Perspectives

Branded mobile applications (apps) present one of the most promising opportunities for marketers to reach current and potential customers, sell products or services, and facilitate customer engagement with brands. This study aims to explore how branded apps influence consumers’ brand repurchase intention and continuance usage intention. Integrating the utilitarian view from information systems research and the view of consumer–brand engagement from marketing research, a complementary engagement path alongside the utilitarian path was devised and tested in order to elucidate consumer perceptions toward branded apps. Independent self‐construal and interdependent self‐construal moderate relationships along the utilitarian path and engagement path, respectively. Data collected from 637 respondents support most of the proposed hypotheses. Results show that the engagement path has more influence on continuance intention and equal influence on repurchase intention when compared to the utilitarian path. Findings show that apps users have different thoughts along each of the two paths, depending on their self‐construal. The study's findings also provide app designers and marketers with new perspectives on how to better design branded apps.     

On market mavens and consumer self‐confidence: A cross‐cultural study

Market mavens are attentive to media and important diffusers of marketplace information. This study examines the relationships between cultural individualism, general and consumer self‐confidence, and market mavenism in the context of two distinct cultural systems, the United States and South Korea. The examination of cross‐cultural equivalence of the constructs under study provides evidence for both configural and full or partial metric invariance. The results indicate that cultural individualism is positively related to general self‐confidence, general self‐confidence is positively related to consumer selfconfidence, and consumer self‐confidence is positively related to market mavenism. Additionally, this research shows that these relationships hold in both the U.S. and South Korean samples. The results of this study indicate that market mavenism, and thus levels of confidence about marketplace knowledge and speed of diffusion of such information may be more prevalent among the more individualistic than collectivistic consumers. © 2007 Wiley Periodicals, Inc.     

Measuring consumer vanity: A cross‐cultural validation

Given the unmistakable trend toward a more integrated global economy and the tremendous impact of consumer vanity on demand for countless goods and services, there exists a need for more cross‐cultural research on the important psychological construct known as consumer vanity (Netemeyer, Burton, & Lichtenstein, 1995). This article examines four components of the vanity construct: appearance concern, appearance perception, achievement concern, and achievement perception. To test the vanity construct cross‐culturally, a survey was undertaken in the United States and China. This article illustrates the use of the comprehensive analytical framework proposed by Steenkamp and Baumgartner (1998) to assess measurement invariance in cross‐cultural consumer research. The results provided a rigorous cross‐cultural validation test of the vanity scale that has implications for both academics and practitioners in cross‐cultural consumer research and marketing. © 2006 Wiley Periodicals, Inc.     

The Future of Privacy: A Consumer‐Oriented Approach to Managing Personal Data Online

Beginning with Facebook's recent controversial “tweaks” to its privacy policy and its promise to support users against employers and others who attempt to compel users to divulge passwords, we critically review European Union (EU) and US digital privacy initiatives. Whereas the EU proposal relies on legislative regulation, the United States proposes industry self‐regulation partially enforceable by the Federal Trade Commission (FTC). We conclude that not only do the sharply differing EU and US approaches present significant problems of global digital interoperability, but neither proposal promises to result in practical and feasible consumer protection, at least not in the near term. Moreover, the EU proposal poses serious threats to the profitability of digital commerce. As an alternative, we propose a “third approach,” empowering the individual digital consumer/user through a personal online strategy we call “wide‐open privacy,” which provides security without sacrificing the transformative economic, cultural, and personal benefits of the Internet. © 2013 Wiley Periodicals, Inc.     

Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for environmentally‐friendly products

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed.     

One For Me,One For You: Cause‐Related Marketing with Buy‐One Give‐One Promotions

A Buy‐one Give‐one (BOGO) donation model features the donation of a physical entity and is a popular cause‐related marketing (CM) promotion format. Little is known about factors that underlie consumer response to BOGO‐format promotions. The current studies, collectively, indicate BOGO promotions evoke a concrete construal mindset [(Trope & Liberman 2003 ). Temporal construal. Psychological Review, 110, 403–421], which influences consumer response in a distinct manner: BOGO promotions enhance promotion attitudes and purchase intention when bundled with utilitarian products, and enhance consumer response through perceived helpfulness of the donated entity.     

The Role of Commodified Celebrities in Children’s Moral Development: The Case of David Beckham

This paper presents an existentialist interpretation of the identity constituting meanings that middle‐class men and women ascribe to their bodies and their related motivations to engage in consumption activities that seek to transform their embodied selves. We begin by describing the relevance of the existential conceptualization of the embodied self to the postmodern condition of consumer culture. We apply this existential perspective to discern three dialectically structured themes drawn from phenomenological interviews with men and women across a broad age range. One emergent and unexpected finding is the extent to which these men and women expressed a constellation of common body image anxieties, thematic meanings, and self‐critical, objectifying interpretations of their bodies. Based on these findings and historical considerations, we propose that men's embodied selves are, like women's, fully inscribed in the patriarchal discourses that circulate throughout postmodern consumer culture. However, men occupy a distinct social space and, accordingly, we argue that their embodied selves are uniquely situated in a cultural model of hegemonic masculinity. We conclude that the postmodern ideal of the plastic, transformable body has become a resonant cultural metaphor through which middle‐class consumers enact their identity projects of creating a desired embodied self.     

Gay Consumers and Brand Usage: The Gender‐Flexing Role of Gay Identity

Prior research suggests that gender identity congruity between an individual and product brand will yield positive responses in terms of consumer behavior, However, gender atypicality has been observed among gay males and lesbians, which may confound previous research conducted under a heteronormative gaze. Drawing on research in psychology that considers gay identity as a cognitive construct and a component of self‐concept, the findings of this study indicate that an individual's strength of gay identity and involvement in the gay community appear to invert effects of “typical” gender schema congruity on brand usage for both gay males and lesbians.     

How well do advertising images of health and beauty travel across cultures? A self‐concept perspective

This study is a cross‐cultural examination of the ideal self‐image of women in terms of health and beauty. The match‐up between two advertising beauty types (possible advertising presenters) and female consumers' ideal health and beauty images in terms of wanting to look like a specific model were tested with 750 female respondents from five European cities. The respondents also identified the ideal eye and hair colors for health and beauty. This quantitative study revealed cross‐cultural variation in ideal self‐image in terms of healthy and beautiful beauty types. International advertisers need to understand the important, contemporary, cultural characteristics of an ideal beauty type in terms of healthy or beautiful before developing standardized advertising communicating such appeals. © 2006 Wiley Periodicals, Inc.     

Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms

This article explores how the drive for self‐enhancement influences responses to ads depicting images that are self‐congruent along the dimensions of femininity and individualism/collectivism. Participants' schematics on the portrayed dimension were found to exhibit higher levels of cognitive self‐referencing and positive affect when the ad image was congruent with their ideal self‐schemata than when it was not. Greater self‐referencing and positive affect were found, in turn, to promote more favorable ad attitudes, thereby resulting in more positive brand attitudes. © 2005 Wiley Periodicals, Inc.     

A cognitive and behavioral hierarchical decision‐making model of college students' alcohol consumption

This study examined college students' drinking behaviors from a consumer behavioral perspective. A consumer‐oriented, cognitive, and behavioral‐hierarchical decision‐making model was developed and tested with the use of structural equation modeling. Questionnaires were collected from undergraduate students ( n = 269) attending a large state university in the southwestern United States. Results indicated that personal values can serve as significant predictors of the attitudes college students have toward alcohol use, which in turn can predict intentions to drink. Results also indicated that intentions to drink are strongly related to actual alcohol consumption, and that gender‐predicted attitudes and alcohol use during the past month influences intentions to drink. However, the structure of the model was similar after controlling for gender differences in alcohol use and for the stability of past behavior. The model delineated the specific roles played by personal values (self‐actualizing values vs. social–hedonic values) and attitudes toward the physical and psychological consequences of drinking. Overall, social–hedonic values and psychological consequences predicted actual alcohol consumption far better than did self‐actualizing values and physical consequences, respectively. Theoretical and practical implications are discussed, and directions for future research are suggested. © 2005 Wiley Periodicals, Inc.     

Vanity and public self‐consciousness: a comparison of fashion consumer groups and gender

The purpose of this study was to compare vanity and public self‐consciousness between fashion consumer groups (fashion change agents, fashion followers) and genders. Vanity has four dimensions: concern for physical appearance, a positive (perhaps inflated) view of physical appearance, concern for achievement and a positive (perhaps inflated) view of achievement. Participants (284 women; 116 men; mean age = 21.16) completed scales measuring consumer vanity, public self‐consciousness and fashion innovativeness and opinion leadership. Women scored higher on vanity physical concern, vanity achievement concern, vanity achievement view and public self‐consciousness than men. Fashion change agents scored higher on vanity physical concern, vanity physical view and public self‐consciousness than fashion followers.     

Self-construals,symbolic and hedonic preferences,and actual purchase behavior

The study explores the influence of the independent and interdependent self-construals on actual purchase behavior and the mediating role of consumer preferences for symbolic and hedonic meanings. Data were collected through a survey of about 1000 respondents. Results indicate that independent consumers draw on the self/hedonic- and status-symbolic resources of clothing in the construction and expression of their identities. Regarding the interdependent consumers, they show no interest in clothing affiliation and status symbolism. The degree of preference for status-symbolic meaning mediates all effects of the independent and interdependent self-construals on actual purchase behavior; self-expressive/hedonic preferences mediate two of the three effects of the independent self on actual purchase behavior when accounting for suppression effects, whereas the expected mediation of preference for affiliation meaning is not supported.     

Pet‐related consumption as a consumer identity constructor

The objective of this paper was to analyse how pet‐related consumption can be connected to consumer identity construction. This objective is based on the idea that consumers use symbolic meanings from possessions to construct and communicate their identities. Objects of attachment have especially been found to be closely connected to the formation of consumer identity. Furthermore, it is often assumed that consumers struggle to maintain a true sense of self or personal identity while retaining a feeling of belonging and social identity. This may be portrayed through layers of identity, which are composed of personal identity, social identity and other people. Empirical research was conducted using focus groups to create individual collages. The findings indicated that pet‐related consumption was used in the following six ways to construct consumer identity: ‘character developer’, ‘source of well‐being’, ‘means to connect’, ‘status communicator’, ‘object of devotion’ and ‘intermediary’, all of which found their places in the layers of identity. Each of these ways of using pet‐related consumption was paired with one other so that the extremes formulated three dimensions in a consumers' identity construction: the personal dimension, the social dimension and the dimension of emotional attachment. In conclusion, it was proposed that consumer identity construction illustrated via pet‐related consumption as created within both social interactions with meaningful others and those three dimensions is multi‐levelled and multifaceted. The paper invites future research to study both identity construction and emotional attachment, being such multifarious phenomena, and to explore the dynamic interactions that may exist.     

Consumer self‐construal and trust as determinants of the reactance to a recommender advice

Commercial recommendation agents (RAs) represent an important type of the decision support systems (DSSs) that are widely used by online retailers and firms. To date, little is known about the factors that shape the user's decision making and reactance toward the recommendations of these agents. Building on theories from psychology and information systems domains, this research proposes that a user's self‐construal and trust are two relevant factors that interact to shape the behavior toward the RA advice. Two studies, the first conducted using potential online customers and the second conducted at a behavioral laboratory, provided support to this proposition. The first study considered RA trust and showed that activating the interdependent self leads users with low (high) trust to exhibit high reactance behavior toward the RA advice. The second study variated trust using trust cues and corroborated the latter finding, while showing no important impact for the psychological reactance trait. As expected, in both studies the reactance behavior of independent users was not affected by trust. These results contribute by underscoring that social interdependence extends to RAs because the role of trust becomes salient when the interdependent self is activated for a user.     

Business Cultural Intelligence Quotient: A Five‐Country Study

Cultural intelligence (CI) has often been linked to performance at the individual, team, and firm levels as a key factor in international business success. Using a new measure of CI, the business cultural intelligence quotient (BCIQ), our study provides empirical evidence on several key antecedents of CI using data on business professionals across five diverse countries (Austria, Colombia, Greece, Spain, and the United States). The findings suggest that the most important factors leading to cultural intelligence, in order of importance, are the number of countries that business practitioners have lived in for more than six months, their level of education, and the number of languages spoken. We find that cultural intelligence varies across countries, suggesting that some countries have a higher propensity for cross‐cultural business interactions. By teasing out the common antecedents of BCIQ among professionals, our findings may help with screening and training professionals for international assignments. Future research may examine the environmental (country‐specific) factors associated with a higher propensity for cultural intelligence (such as immigration, cultural diversity, languages spoken, and international trade) to explain the effect of country of origin on cultural intelligence in the professional community. © 2016 Wiley Periodicals, Inc.     

Extrinsic and Intrinsic Contingent Self‐Esteem and Materialism: A Correlational and Experimental Investigation

While there is substantial evidence regarding the role of generalized self‐esteem and identity deficits as potential antecedents of materialism, the exact nature of the domains from which such self‐esteem deficits (that breeds materialism) emanate has remained unexplored. Moreover, there is scant research attention on intrinsically oriented contingent self‐esteem and how it relates to materialism. The present study investigated contingent self‐esteem in extrinsic domains as antecedents of materialism. It was shown that extrinsic and intrinsic forms of contingent self‐esteem relate differently with materialism such that intrinsically contingent self‐esteem is incompatible with materialistic attitudes. Study 1 (N = 231 Singaporean adults) furnished cross‐sectional evidence that extrinsically oriented contingent self‐esteem positively predicts materialism. Study 2 (N = 206 undergraduates from a public university in Singapore) found that intrinsically oriented contingent self‐esteem is negatively related to materialism. Study 3 (N = 105 Singaporean undergraduates) showed that experimental induction of extrinsic and intrinsic contingent self‐esteem leads to higher or lower materialism among participants respectively. The findings advance understanding on the self‐esteem‐materialism link by showing how the domain‐specific view of self‐esteem has the potential to promote or discourage materialism based on whether self‐esteem is anchored to external or internal domains. Recommendations for intervention researchers and practitioners are proposed.     

Social identity as a useful perspective for self‐concept–based consumer research

Psychology's study of the self‐concept has generated numerous paradigms with different underlying assumptions. In this article it is argued that these assumptions must be considered before a self‐concept paradigm can be meaningfully applied to consumer research. The major premise in this article is that the recent work on social identity is a particularly meaningful paradigm to adopt for consumer research that implicates the self. This argument is developed with a conceptual discussion of major self‐concept issues, an overview of basic self‐concept paradigms in psychology, and a synthesis of possible factors that may be considered in future theories of social‐identity–based consumption decision making. © 2002 Wiley Periodicals, Inc.