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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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The Effects of Self-Construal and Commitment on Persuasion

Nidhi Agrawal, Durairaj Maheswaran
DOI: http://dx.doi.org/10.1086/426620 841-849 First published online: 1 March 2005


Past 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.

  • Advertising
  • Brand Equity/Extensions
  • Brand Loyalty
  • Cross-Cultural Research
  • Self-concept
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