Title: Consumer self-construal and cross-cultural marketing communications: theory and implications

Authors: Cheng Lu Wang

Addresses: Department of Communication and Marketing, School of Business, University of New Haven, 300 Orange Avenue, West Haven, Connecticut 06516, USA

Abstract: This article provides an overview of the connectedness-separateness (C-S) self-schema theory and its implications for cross-cultural marketing communications. Because consumers tend to be more sensitive to perceiving, remembering and judging schema-relevant information and tend to be motivated to behave in accordance with their respective self-schema, consumer behaviours can be understood and explained by their C-S schema. Consumers from different cultures also differ in their attitudinal responses to C-S advertising appeal. Consequently, marketers should identify and/or segment their markets in terms of different aspects of self-construal to determine promotion strategies.

Keywords: advertising appeal; promotion strategies; connectedness-separateness self-schema; consumer behaviour; cross-cultural marketing; marketing communications.

DOI: 10.1504/JGBA.2008.019940

Journal for Global Business Advancement, 2008 Vol.1 No.4, pp.433 - 444

Published online: 16 Aug 2008 *

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