TITLE:
Self-Construal and Its Implications for Marketing
AUTHORS:
Kun Gai
KEYWORDS:
Self-Construal, Consumer Behavior, Marketing
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.6 No.5,
May
29,
2018
ABSTRACT: Self-construal is the concept of the individual’s understanding of the relationship between the self and others. Different self-construals have different effects on the individual’s behavior. This article compares the differences in individual consumption behaviors of individuals with different self construals, and analyzes the cognitive factors that produce such differences. Finally, it provides the application methods of self-construal in marketing practice.