Through the lens of self-construal: cross-cultural variation in consumers' appreciation of harmony in marketing visuals

Purpose Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one’s social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts’ attractiveness. Design/methodology/approach Data were obtained via three studies from a total of 1,498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both measured and manipulated. Findings The results indicate that a person’s self-construal moderates the effect of visual harmony on attractiveness. Specifically, the positive effect of visual harmony on attractiveness – through self-congruity – is more pronounced with consumers possessing a more interdependent self-construal, and with products that are more hedonic than utilitarian. Practical implications Given the pivotal role attractiveness has in influencing consumer behavior, understanding what differences, at the individual and cultural levels, impact the harmony-attractiveness relationship helps marketers to better match the visual design of marketing stimuli to target audiences. Originality/value This study is among the first to show how the social-self impacts consumer response to marketing visuals. Further, value stems from adopting a holistic perspective on design, clarifying the process mechanism, and identifying boundary conditions.