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has been cited by the following article:

• TITLE: Self-Construal and Its Implications for Marketing

  AUTHORS: Kun Gai

  KEYWORDS: Self-Construal, Consumer Behavior, Marketing

  JOURNAL NAME: Open Journal of Social Sciences, Vol.6 No.5, May 29, 2018

  ABSTRACT: Self-construal is the concept of the individual’s understanding of the relationship between the self and others. Different self-construals have different effects on the individual’s behavior. This article compares the differences in individual consumption behaviors of individuals with different self construals, and analyzes the cognitive factors that produce such differences. Finally, it provides the application methods of self-construal in marketing practice.