Get access

Making unique choices or being like others: How priming self-concepts influences advertising effectiveness


  • Chingching Chang

    Corresponding author
    1. National Chengchi University, Taiwan
    • Department of Advertising, National Chengchi University, 64, Zhi-nan Road, Sect. 2,Taipei, Wenshan District 11605, Taiwan, R.O.C.
    Search for more papers by this author


Two experiments tested the hypothesis that priming independent and interdependent self-concepts affects responses to advertisements. In Experiment 1, for a privately consumed product, the influence of product assortment size on ad effectiveness was moderated by the accessibility of these self-concepts. Experiment 2 replicated this finding for a publicly consumed product and also examined an additional ad feature, consensus information. Ad effectiveness was enhanced by larger product assortment only when the independent self-concept was primed and by the presence of consensus information only when the interdependent self-concept was primed. © 2010 Wiley Periodicals, Inc.