Business Intelligence

Culture And Commitment: When Should Advertisers Focus On You Versus Your Entire Family?

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Executive Summary

Imagine two advertisements for a Personal Digital Assistant (PDA) brand. The first highlights "self-focused" or individualist product benefits, such as enhanced productivity and organization. The second focuses instead on "collectivist" or group benefits, such as connecting with friends and family. Researchers have devoted little attention to personality or psychological processes that distinguish highly committed consumers from those who lack brand commitment.

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