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Thoughts on “‘We’ or ‘Me’ consumer goods” five years later

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  • David Ackerman
  • Christina Chung

Abstract

Culture and self-construal impact on how consumers purchase and use products as well as the strategies marketers use to promote and position their products. Consumer behavior in individualist societies can be quite different from that of collectivist societies. Similarly, consumers with an independent self-construal can react quite differently in various contexts from those who have an interdependent self-construal. This paper reviews the consequences of these findings for various contexts in marketing as found in subsequent literature. The topics include purchase of luxury goods through the work of Kastanakis and Balabanis. Secondly, it examines impulse purchases. It also follows the consequences of culture and self-construal on brand strategy. Lastly, this paper takes a look at implications within the context of choice tasks.

Suggested Citation

  • David Ackerman & Christina Chung, 2017. "Thoughts on “‘We’ or ‘Me’ consumer goods” five years later," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(3), pages 165-170, July.
    • Handle: RePEc:taf:jgsmks:v:27:y:2017:i:3:p:165-170
    DOI: 10.1080/21639159.2017.1318671
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    References listed on IDEAS

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    1. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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