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The Effects of Self-Construal and Commitment on Persuasion

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  • Nidhi Agrawal
  • Durairaj Maheswaran

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..

Suggested Citation

  • Nidhi Agrawal & Durairaj Maheswaran, 2005. "The Effects of Self-Construal and Commitment on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 841-849, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:841-849
    DOI: 10.1086/426620
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