The Effects of Self-Construal and Commitment on Persuasion

Nidhi Agrawal and Durairaj Maheswaran

Journal of Consumer Research, 2005, vol. 31, issue 4, 841-849

Abstract: 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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
References: Add references at CitEc
Citations: View citations in EconPapers (30)

Downloads: (external link)
http://dx.doi.org/10.1086/426620 link to full text (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:31:y:2005:i:4:p:841-849

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().