The Effects of Self-construal on Evaluating Attribute-focused Versus Context-focused Advertising Messages

Abstract

This research experimentally examined what would happen if advertising messages were matched with the cognitive styles consistent with one’s temporarily more accessible self-construal. Specifically, the study sought to know whether such a matching would produce the following effects: 1) enhance positive attitudes toward advertising messages, 2) generate positive attitude toward brands, and thus, 3) improve purchase intention for the advertised brands. The results of this present research show the interaction effects between self-construal and advertising framing. When individuals whose independent self-view was more temporarily activated, they viewed an attribute-focused advertising message more favorably, evaluated the advertised brand more positively, and were more likely to purchase the brand than they viewed an context-focused advertising message. In contrast, the reverse pattern was significantly supported for individuals whose interdependent self-view was more temporarily accessible.