Consumer self-construal and cross-cultural marketing communications: theory and implications. (18th August 2008)

• Record Type: Journal Article
• Authors: Wang, Cheng Lu
• Is Part Of: Journal for global business advancement. Volume 1:Number 4(2008)
• Page Start: 433
• Page End: 444
• Publication Date: 2008-08-18
• Subjects: advertising appeal -- promotion strategies -- connectedness-separateness self-schema -- consumer behaviour -- cross-cultural marketing -- marketing communications; Business -- Periodicals; International business enterprises -- Periodicals; 650
• Languages: English
• ISSNs: 1746-966X

Abstract

This article provides an overview of the connectedness-separateness (C-S) self-schema theory and its implications for cross-cultural marketing communications. Because consumers tend to be more sensitive to perceiving, remembering and judging schema-relevant information and tend to be motivated to behave in accordance with their respective self-schema, consumer behaviours can be understood and explained by their C-S schema. Consumers from different cultures also differ in their attitudinal responses to C-S advertising appeal. Consequently, marketers should identify and/or segment their markets in terms of different aspects of self-construal to determine promotion strategies.