BEYOND DEMOGRAPHICS: A SELF-CONSTRUAL LENS ON TAILORING PRODUCT APPEAL
Keywords:
self-construal, product popularity, marketing communication, consumer behavior, independent, interdependent.Abstract
The impact of extrinsic product popularity information on consumer behavior has been widely acknowledged in marketing literature. This study delves into the intricate interplay between consumer self-construal and the effectiveness of product popularity information in marketing communication. With an array of buying options available in today's market, consumers often rely on product popularity cues to make informed decisions. However, this research aims to uncover how individual differences in self-construal, specifically independent and interdependent self-construal, may influence the way consumers respond to such popularity information. By exploring the role of self-construal, this study sheds light on the underlying mechanisms that enhance or diminish the impact of product popularity information on consumer attitudes and preferences.
