Self-construal in a Cultural Context

2012 ◽  
Keyword(s):  
Cultural Context ◽  
Self Construal

scholarly journals Cross-Generational Differences in Independence and Interdependence: Discrepancies Between Their Actual and Ideal Selves in the Japanese Cultural Context

2021 ◽  
Vol 12 ◽  
Author(s):  
Hirofumi Hashimoto
Keyword(s):  
Generational Differences ◽  
Cultural Context ◽  
The Self ◽  
Actual State ◽  
Ideal State ◽  
Self Construal ◽  
Interdependent Self ◽  
Age Range ◽  
The Ideal

The current study examined cross-generational differences in both independent and interdependent self-construal. Two studies using samples from across Japan that included a wide age range demonstrated that, with increasing age, Japanese respondents scored higher on independence, which was measured by a self-expression scale, and lower on interdependence, as measured by a rejection avoidance scale. Furthermore, these cross-over effects were not observed with regard to participants' preferences (i.e., the ideal state of the self), but were only observed in their actual selves (i.e., the actual state of the self). These results suggest that the Japanese, especially younger generations, cannot help but behave in an interdependent way despite being eager to be independent.

Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context

2019 ◽  
Vol 61 (5) ◽  
pp. 518-533 ◽  
Author(s):  
Alexander Jakubanecs ◽  
Magne Supphellen ◽  
Alexander Fedorikhin ◽  
Hege Mathea Haugen ◽  
Njål Sivertstøl
Keyword(s):  
East Asia ◽  
Cultural Context ◽  
East Asian ◽  
Free Association ◽  
Brand Associations ◽  
The West ◽  
Self Construal ◽  
Underlying Mechanisms ◽  
Asian Consumers

The objective of this article is to show the effects of the use of Free Association Technique on the elicitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms. The use of Western techniques for eliciting brand emotions may prove challenging for marketers in East Asian markets because of the different styles of thinking and feeling of consumers in the West versus East Asia. This investigation focuses on the role of visual context (individual vs social), in which brands are presented when eliciting brand associations in the West and in East Asia. The study shows that elicitation context significantly influences the type of brand emotions and functional associations across two distinct cultures: Norway and Thailand. Consumers’ self-construal and thinking style mediate the effects of culture, as interdependent self-construal and holistic thinking explain more context-dependent brand emotions generated by Thai than Norwegian consumers. This research has important implications for studying and managing brand associations and emotions across markets. The traditional view of brands as possessing abstract, stable associations, and emotions should be reconsidered in the East Asian cultural context. Marketing managers should adapt established Western elicitation techniques to the characteristics of East Asian consumers to increase their validity.

Self-Construal in a Cultural Context

2018 ◽  
pp. 3355-3366
Author(s):  
Stacey P. Raj ◽  
Stephen P. Becker ◽  
Vaishali V. Raval
Keyword(s):  
Cultural Context ◽  
Self Construal

Developing brand emotions across cultures: effects of self-construal and context

2019 ◽  
Vol 36 (4) ◽  
pp. 472-483 ◽  
Author(s):  
Alexander Jakubanecs ◽  
Magne Supphellen ◽  
Hege Mathea Haugen ◽  
Njål Sivertstøl
Keyword(s):  
Cultural Context ◽  
Social Orientation ◽  
Content Type ◽  
Random Samples ◽  
Self Construal ◽  
Advertising Context ◽  
International Data ◽  
Social Advertising ◽  
Culture Positive ◽  
Practical Implications

Purpose The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences. Design/methodology/approach The study uses factorial between-subjects design. Random samples of the populations were solicited from the panels of an international data provider in Norway and Thailand. Findings This research shows that Thai consumers experience more positive socially engaging and disengaging brand emotions and fewer negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers. Research limitations/implications The results highlight the importance of incorporating social orientation of emotions and adverting context in cross-cultural studies of brand emotions. The finding that Thai consumers (relative to Norwegian) experience higher levels of atypical for their culture – positive socially disengaging brand emotions requires further research. Practical implications The findings suggest that advertising stimuli need to be adapted to the cultural context. Marketing managers should use extensive pretesting in culturally distinct markets to make sure that advertising evokes brand emotions in line with the strategy. Originality/value Despite extensive research on brand emotions, extant studies on brand emotions across cultures are limited. This study is among the first to advance the understanding of how social orientation of emotions and advertising context underlie experience of brand emotions across cultures.

scholarly journals Psychometric Properties of the Independent and Interdependent Self-Construal Questionnaire: Evidence From the Czech Republic

2021 ◽  
Vol 12 ◽  
Author(s):  
David Lacko ◽  
Jiří Čeněk ◽  
Tomáš Urbánek
Keyword(s):  
Factor Analysis ◽  
Czech Republic ◽  
Confirmatory Factor Analysis ◽  
Cultural Context ◽  
Convergent Validity ◽  
Cross Cultural ◽  
The Czech Republic ◽  
Self Construal ◽  
Confirmatory Factor ◽  
Interdependent Self

This article introduces a validation study of the Czech version of an independent and interdependent self-construal questionnaire (SCS, Vignoles et al., 2016) conducted on 330 Czech subjects. In this study, the reliability, convergent validity and factor validity were verified. However, the confirmatory factor analysis revealed unsatisfactory factor structure (RMSEA = 0.053 [0.048, 0.057], SRMR = 0.080, CFI = 0.775, TLI = 0.755). These results are discussed with respect to other adaptations of individualism/collectivism scales in countries beyond typical West-East dichotomy. Hence, the article not only critically discusses the shortcoming of the Czech and original versions of the questionnaires, but also the general issues of the individualism-collectivism construct in the cross-cultural context as a whole.

Self-construal in a Cultural Context

2011 ◽  
pp. 2533-2541
Author(s):  
Stephen P. Becker ◽  
Anusha D. Natarajan ◽  
Vaishali V. Raval
Keyword(s):  
Cultural Context ◽  
Self Construal

Self-Construal in a Cultural Context

2016 ◽  
pp. 1-12 ◽  
Author(s):  
Stacey P. Raj ◽  
Stephen P. Becker ◽  
Vaishali V. Raval
Keyword(s):  
Cultural Context ◽  
Self Construal

Culture and the plasticity of perception

2020 ◽  
Vol 43 ◽  
Author(s):  
Michael Lifshitz ◽  
T. M. Luhrmann
Keyword(s):  
Cultural Context ◽  
Sensory Experience ◽  
Cultural Learning ◽  
The World

Abstract Culture shapes our basic sensory experience of the world. This is particularly striking in the study of religion and psychosis, where we and others have shown that cultural context determines both the structure and content of hallucination-like events. The cultural shaping of hallucinations may provide a rich case-study for linking cultural learning with emerging prediction-based models of perception.

Sign in / Sign up

Export Citation Format

Share Document