The Effects of Self-Construal on Product Popularity
Yun Lee

This research investigates the systematic consumer preference shifts toward popular products depending on consumers’ different self-construal types (i.e., interdependent vs. independent). Across two studies, the current research demonstrates how consumers’ different types of self-construal influence their popular product evaluations, purchase likelihood, and recommendation intention. To test the impact of self-construal on product popularity, the author manipulates participants’ self-construal (interdependent vs. independent) and investigates how consumers’ self-construal differences influence their attitudes toward a product advertised with its extrinsic product popularity information (e.g., best seller or most popular signs). Findings support the author’s hypotheses regarding the way self-construal affects consumer attitudes toward popular products. Results show that participants with an interdependent self-construal are more likely to positively evaluate a product advertised with its popularity information than participants with an independent selfconstrual. Further, the results indicate that participants with an interdependent (vs. independent) selfconstrual tend to express higher purchase likelihood and recommendation intention toward a popular product. Findings across two studies reveal that, under an interdependent (vs. independent) self-construal, product popularity becomes more important in their product evaluations.

Full Text: PDF     DOI: 10.15640/jmm.v5n2a2