scholarly journals Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness

2021 ◽  
Vol 12 ◽  
Author(s):  
Yalin Li ◽  
Min Zhao
Keyword(s):  
Analysis Of Variance ◽  
Questionnaire Survey ◽  
Marketing Strategies ◽  
Theoretical Research ◽  
Future Studies ◽  
Need For Uniqueness ◽  
Theoretical Support ◽  
Self Construal ◽  
Interdependent Self

The design of an effective brand story has become a key issue in marketing strategies. This study aims to explore what kinds of brand stories (underdog or top dog) individuals prefer from the perspective of the level of self-construal and the need for uniqueness. In this study, a questionnaire survey was used to collect data from China. One-way analysis of variance and bootstrapping via the Process plug-in were adopted to test the hypotheses. This study confirms that individuals with independent self-construal have a higher need for uniqueness and prefer underdog brand stories, while individuals with interdependent self-construal have a lower need for uniqueness and prefer the top dog brand story. This paper promotes theoretical research in the fields of self-construal, the need for uniqueness, and brand stories, and provides rich theoretical support for enterprises in designing and adjusting brand stories. Implications, limitations and future studies are discussed.

Encouraging online engagement: The role of interdependent self-construal and social motives in fostering online participation

2018 ◽  
Vol 133 ◽  
pp. 47-55 ◽  
Author(s):  
Jennifer Filson Moses ◽  
Patrick C. Dwyer ◽  
Paul Fuglestad ◽  
John Kim ◽  
Alexander Maki ◽  
...  
Keyword(s):  
Social Motives ◽  
Online Participation ◽  
Online Engagement ◽  
Self Construal ◽  
Interdependent Self

Effect of Peer Work Performance on the Focal Employee’s Voice Taking: The Role of Trust and Self-Construal

2020 ◽  
pp. 003329412090552
Author(s):  
Guanglei Zhang ◽  
Silu Chen
Keyword(s):  
Work Performance ◽  
Mediating Role ◽  
Self Construal ◽  
Interdependent Self ◽  
The Relationship

Based on persuasion theory, this study examines the influence of peer work performance on the focal employee’s voice-taking relationship. Our study purposes that peer work performance contributes to the focal employee’s cognition-based trust and that their interdependent self-construal moderates this relationship. Our study suggests that cognition-based trust mediates the relationship between peer work performance and the focal employee’s voice taking. Finally, we intend to show that the focal employee’s interdependent self-construal moderates the mediating role of cognition-based trust in transmitting the effect of peer work performance on the focal employee’s voice taking. Analyses of the data collected from China support these hypotheses.

The Role of Incidental Embarrassment in Social Interaction Behavior

2020 ◽  
Vol 38 (5) ◽  
pp. 422-446
Author(s):  
Lisa C. Wan ◽  
Robert S. Wyer
Keyword(s):  
Social Interaction ◽  
Social Power ◽  
Interaction Behavior ◽  
Self Construal ◽  
Interdependent Self ◽  
Opposite Sex ◽  
Physically Attractive ◽  
Positive Light

People usually enjoy interacting with persons who are physically attractive or socially powerful. However, the embarrassment they happen to have experienced in an earlier, unrelated situation can sometimes inhibit them from doing so. Feelings of embarrassment increase individuals’ concern about their ability to present themselves in a positive light and activate more general concepts associated with this concern. Therefore, once these concepts become accessible in memory, they can lead the individuals to avoid interacting with a person on whom they wish to make a good impression (for example, a physically attractive member of the opposite sex or a person who has social power over them). Moreover, this is true even though the person has no knowledge of the incident that had led to their embarrassment. These effects are particularly pronounced among individuals with an interdependent self-construal. The effects are unique to embarrassment and do not generalize to other self-conscious emotions.

Newcomer Conformity

2012 ◽  
Vol 43 (3) ◽  
pp. 138-147 ◽  
Author(s):  
Susanne Täuber ◽  
Kai Sassenberg
Keyword(s):  
Social Identity ◽  
The Self ◽  
Specific Group ◽  
Self Construal ◽  
Interdependent Self ◽  
Group Goals ◽  
The Impact ◽  
The Relationship

The present research is the first to examine the impact of self-construal on newcomers’ motivation to conform with the goals of a novel group. We argue that when social identity (i.e., individuals’ concern for a specific group) has not yet been developed, newcomers rely on self-construal (i.e., individuals’ chronic concern for ingroups and connectedness with others in general) to derive norms for group-serving vs. self-serving behavior. Results of an experiment (N = 157) supported this prediction: Self-construal moderated the relationship between group goals and individual goals (cognitive conformity) as well as the relationship between group goals and members’ effort (behavioral conformity). Specifically, low independent and high interdependent self-construal was associated with greater cognitive and behavioral alignment of the self with the group compared to high independent and low interdependent self-construal. Findings are discussed regarding the role of self-construal as a precedent of conformity.

Expecting Transformation of Marketing During the Post-Pandemic New Normal

2021 ◽  
Vol 10 (2) ◽  
pp. 1-18
Author(s):  
Iza Gigauri ◽  
Kakhaber Djakeli
Keyword(s):  
Marketing Strategies ◽  
Point Of View ◽  
Digital Marketing ◽  
Research Approach ◽  
Social Dimensions ◽  
Future Studies ◽  
Marketing Managers ◽  
Sustainable Marketing ◽  
The Impact

COVID-19 has impacted economic and social dimensions around the globe. It triggered changes in consumer behavior requiring marketing efforts to be rethought from the sustainability point of view. The presented research is motivated by the recent article by P. Kotler discussing the new role of marketing and seeks to explore the effects of the pandemic on marketing and outline post-pandemic tendencies. The qualitative research approach was applied to interview marketing managers in Georgia to analyze the impact of the crisis on marketing management. It also reveals opportunities for marketing in post-pandemic times and sheds light on factors for marketing transformation. The research emphasizes the advantages of digital marketing and illustrates the skills marketing managers should have. The findings outline that marketing strategies should transform towards more ethical and sustainable marketing in accordance with the current changes. The paper concludes by suggesting future studies.

scholarly journals Construals of self and group: How racial nominalism can promote adaptive intergroup outcomes for interdependent selves

2018 ◽  
Vol 22 (7) ◽  
pp. 1002-1020
Author(s):  
John Tawa ◽  
Amanda K. Montoya
Keyword(s):  
Multicultural Education ◽  
Two Dimensions ◽  
Group Level ◽  
Factor Analyses ◽  
Racially Diverse ◽  
Confirmatory Factor Analyses ◽  
Self Construal ◽  
Confirmatory Factor ◽  
Interdependent Self

Previous research has found that interdependent self-construals are related to poorer intergroup outcomes. Here we examine interdependent self-construal specifically in relation to comfort in contexts in which people are a numeric minority (i.e., outgroup comfort), and also examine the moderating roles of racial nominalism and racial essentialism. Among a racially diverse sample ( N = 577), interdependent self-construals were related to more outgroup comfort. Two dimensions of racial nominalism—humanist and sociopolitical—were established with exploratory and confirmatory factor analyses. Humanist, sociopolitical, and essentialist beliefs about race were examined as moderators of the interdependent self-construal and outgroup comfort relationship. Among participants of color with higher sociopolitical beliefs, and unexpectedly among participants with higher essentialist beliefs, interdependent self-construal was more positively related to outgroup comfort. Findings are discussed in relation to theory on self- and group-level construals, and in relation to the role of multicultural education for fostering sociopolitical beliefs about race.

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