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Abstract

This article explores how the drive for self-enhancement influences responses to ads depicting images that are self-congruent along the dimensions of femininity and individualism/collectivism. Participants' schematics on the portrayed dimension were found to exhibit higher levels of cognitive self-referencing and positive affect when the ad image was congruent with their ideal self-schemata than when it was not. Greater self-referencing and positive affect were found, in turn, to promote more favorable ad attitudes, thereby resulting in more positive brand attitudes. © 2005 Wiley Periodicals, Inc.