How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Abstract

This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.

That I can wait: The effect of promotion framing on consumer preferences

“…According to construal level theory, the differences in construal level among individuals will result in different cognitions and behaviors (Kim et al, 2021; Trope & Liberman, 2003). Based on existing research, the information conveyed by time or by money corresponds to different construal levels (Cheema & Patrick, 2008; Koo & Suk, 2020).…”