MANAGEMENT SLANT
- When encountering consumers with an interdependent self-construal (interconnected with others), marketers should be careful to create a broad smile for the spokesperson in their advertising and draw consumers’ attention to the communal relationship between the brand and consumers.
- When facing consumers with an independent self-construal (transactional relationship with others), marketers should instruct the advertisement endorser to show a slight smile and take steps to maintain the exchange relationship between the brand and consumers.
- Service marketers may accomplish brand support through positioning or the use of advertising to establish key associations in...