Through the lens of self-construal: Cross-cultural variation in consumers' appreciation of harmony in marketing visuals. Issue 3 (14th May 2018)

• Record Type: Journal Article
• Authors: Haberstroh, Kristina; Orth, Ulrich R.; Bouzdine-Chameeva, Tatiana; Cohen, Justin; Maria Corsi, Armando; Crouch, Roberta; De Marchi, Renata
• Is Part Of: International marketing review. Volume 35:Issue 3(2018)
• Page Start: 429
• Page End: 457
• Publication Date: 2018-05-14
• Subjects: Self-construal -- Attractiveness -- Congruity -- Hedonic -- Harmony -- Visual design; Export marketing -- Periodicals; Export marketing -- Developing countries -- Periodicals; 658.84805
• DOI: 10.1108/IMR-12-2015-0283
• Languages: English
• ISSNs: 0265-1335

Abstract

Abstract : Purpose: Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one's social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts' attractiveness. Design/methodology/approach: Data were obtained via three studies from a total of 1, 498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both measured and manipulated. Findings: The results indicate that a person's self-construal moderates the effect of visual harmony on attractiveness. Specifically, the positive effect of visual harmony on attractiveness – through self-congruity – is more pronounced with consumers possessing a more interdependent self-construal, and with products that are more hedonic than utilitarian. Practical implications: Given the pivotal role attractiveness has in influencing consumer behavior, understanding what differences, at the individual and cultural levels, impact the harmony-attractiveness relationship helps marketers to better match the visual design of marketing stimuli to target audiences. Originality/value: This study is among the first to show how the social-self impacts consumer response to marketing visuals. Further, value stems from adopting a holistic perspective on design, clarifying the process mechanism, and identifying boundary conditions.