‘We’ or ‘Me’ consumer goods: a cross-national look at self-construal and gender in product choice

Abstract

This study looks at how a dimension of culture, self-construal, which is an individual's self in relation to others, can help explain why certain types of products are enthusiastically chosen by consumers in some cultures but not in others. Results find that self-construal in individualist and collectivist cultures helps explain the types of products chosen by consumers. Data were collected in Australia, South Korea, Taiwan and the United States. Nationality, the independent/interdependent traits of consumers, and gender have an impact. Independent traits are important for product choice in individualist cultures but not in collectivist cultures, whereas interdependent traits can be an important factor in both types of culture.