The Effects of Self-Construal and Commitment on Persuasion
AbstractPast research examining the effect of self-construal on persuasion has shown that advertising appeals that are consistent with consumers' chronically accessible (chronic) self-construal as well as appeals that are consistent with the temporarily accessible (latent) self-construal are both persuasive. In two studies, we identify brand commitment as a moderating variable that determines the effectiveness of appeals consistent with the consumers' chronic or latent self-construal. Under high commitment, appeals consistent with the chronic self-construal were more effective. In contrast, under low commitment, appeals consistent with the primed (independent or interdependent) self-construal were more effective. These findings were robust across independent and interdependent self-construal contexts. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 31 (2005)
Issue (Month): 4 (03)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Yinlong Zhang & L.J. Shrum, . "The Influence of Self-Construal on Impulsive Consumption," Working Papers 0006, College of Business, University of Texas at San Antonio.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.