Matching Items (3)

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How Self-construal Influences Interest in Beauty Enhancement Products

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Researchers know that different types of self-construal (independent and interdependent) vary across different cultures. Individuals from East Asian cultures are more interdependent while individuals from Western cultures are more independent.

Researchers know that different types of self-construal (independent and interdependent) vary across different cultures. Individuals from East Asian cultures are more interdependent while individuals from Western cultures are more independent. Researchers also know that perceptions and understandings of beauty differ across cultures; however, there has been limited research on the connections between self-construal and beauty with minimal research on direct appearance enhancement products. Recently, new ways to present a positive self-image outside of cosmetics or direct appearance enhancement tools have emerged, and the question is raised as to whether these will also be determined by self-construal. We leverage work on the fluidity of self concept to argue that individuals with a more fluid self-concept (interdependents) will express more interest in appearance enhancement products. In the context of a Facebook ad study with Indian (interdependent) and American (independent) consumers, we demonstrate that interdependent consumers have greater interest in indirect appearance enhancing products, measured by click-through rate, compared to independent consumers.

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Date Created
  • 2021-05

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Does Self-Construal Influence How People Use Social Networking Sites?

Description

Social Networking Sites (SNSs), such as Facebook and Twitter, have continued to gain popularity worldwide. Previous research has shown differences in online behaviors at the cultural level, namely between predominantly

Social Networking Sites (SNSs), such as Facebook and Twitter, have continued to gain popularity worldwide. Previous research has shown differences in online behaviors at the cultural level, namely between predominantly independent societies, such as the United States, and predominantly interdependent societies, such as China and Japan. In the current study I sought to test whether self-construal was correlated with different ways of using SNSs and whether there might be SES differences within the US that were analogous to previously observed cross-cultural differences in SNS use. Higher levels of interdependence were linked with using SNSs to keep in touch with family and friends, and providing social support to others. Interdependence was also correlated with Facebook addiction scale scores, using SNSs in inappropriate situations, and overall SNS use. Implications for assessing risk for Internet addiction, as well as understanding cultural variations in prevalence of Internet addiction are discussed.

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Date Created
  • 2015-05

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Are There Gender Differences in the Impact of Friends on Purchase Decisions?

Description

Research has found many different factors can influence purchase decisions, one of which is social presence. This research aims to examine how gender and self-construal can influence the effect of

Research has found many different factors can influence purchase decisions, one of which is social presence. This research aims to examine how gender and self-construal can influence the effect of social presence on consumers. Using survey methodology, this study found no gender difference in terms of friends' influence on purchase decisions or their use of mobile phones to contact friends while shopping alone. The results do indicate that people who are more interdependent are more likely to contact friends when shopping alone than those who are less interdependent.

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Agent

Created

Date Created
  • 2013-05