Thoughts on “‘We’ or ‘Me’ consumer goods” five years later

Culture and self-construal impact on how consumers purchase and use products as well as the strategies marketers use to promote and position their products. Consumer behavior in individualist societies can be quite different from that of collectivist societies. Similarly, consumers with an independent self-construal can react quite differently in various contexts from those who have an interdependent self-construal. This paper reviews the...