Trust Or Not: the Role of Self-Construal in Interacting With Salespeople

Wenxia Guo, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Cultural research suggests that both independent self (individualist) and interdependent self (collectivist) can coexist in the same individual. Persuasion messages that match the salient self can lead to positive evaluations of advertisements and the current research reveals that this is not the case in interpersonal contexts.
[ to cite ]:
Wenxia Guo and Kelley Main (2011) ,"Trust Or Not: the Role of Self-Construal in Interacting With Salespeople", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.