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Yes / Despite a substantial body of self-congruity (SC) research (cf. Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012) two important questions remain open: First, does the SC effect apply beyond Western countries. Second, does individual level culture moderate the SC effect? This study contributes to SC theory by developing hypotheses on the validity of the four SC effects across East and West and by studying the moderating impact of the individual level cultural variable self-construals on those four effects. This study tests its hypotheses through a survey of over 1,600 consumers in an Eastern (India) and a Western (USA) country. Results show that the overall actual SC effect holds across East and West, while the ideal SC effect holds across contexts yet only for consumers with an independent self-construal. Meanwhile, the social SC effect holds in the Eastern but not in the Western context, while the ideal social SC effect does not hold in either context. Results further show a moderating effect of individual level culture on the SC effect, as the actual SC effect is stronger for interdependent consumers whereas the ideal SC effect is stronger for independent consumers across contexts. Finally, the findings of this study are used to advance managerial implications and to propose a refinement of SC theory.

This thesis empirically investigates the impact of an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation on the effect of the four self-congruity types (actual, ideal, social, ideal social) on brand attitude. A widely used practice among marketers focuses on communicating the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. public self-consciousness) determine whether actual or ideal self-congruity impacts brand perceptions more strongly (Malär et al., 2011). This study extends that research by considering (a) all four self-congruity types and (b) additional individual-level characteristics (independent and interdependent self-construal, cosmopolitan and local orientation), which are valuable for segmenting consumer markets within and across countries. Survey data from a non-student sample were collected in two countries (the US and India). After performing data cleaning procedures, over 800 usable responses in each country were analysed with the use of PLS-SEM. The findings show that, as expected, these individual-level characteristics have an impact in regard to which of the four self-congruity types has the strongest effect on brand attitude. For instance, for individuals with a local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. These findings extend self-congruity theory by considering how an individual’s dominant independent and interdependent self-construal, cosmopolitan and local orientation impact the effect of the four self-congruity types on brand attitude. Moreover, the findings offer marketers insights into which self-concept type they should try to match with their brand communications when targeting these specific consumer groups. Details on the contributions as well as managerial implications are presented.

The goal of the study was to understand the nature of the relationship among self construal, family functioning and sibling number in terms of gender. Five hundred twenthy-nine high school students participated in the study. Participants were selected from seven general public high schools in Ankara. Data was gathered via Personal Information Questionnaire, Autonomous-Related Self in the Family Scale (Kagit&ccedil / ibagi, 2007a) and Family Assessment Device (Epstein, Balwin &amp / Bishop 1983). Results of the study indicated that, for both genders, relational selfconstruals had significant correlations with healthy family functioning. It was also evidenced that autonomous self-construal scores of males were significantly higher than females and related self construal scores of females were significantly higher than males. Furthermore the family functioning dimensions that families tend to be v healthy or unhealthy were displayed. All findings were dicussed in line with the relevant literature.

For many enterprises, brand extension has played an important role in the new products developement and brand strategy. By using brand extension, corporation could reduce costs and effectivly gain their reputation while they sell new products. Recently, certain reserch about brand extension have shown that the key factor of successful brand extension lies in the connection between consumer brand extension and parent brand, the more related of the brands and the products, the higher of the effect of brand extension. In addition, self-construals also make effects in understanding the effects of brand extensions. In this study, we form the concept from this base and would like to exam the further extension effect of brand concept and the distance of each case. Also, we would like to testify how would different self-construals of consumer products works while they evaluate the products and try to examine their influence to consumer through advertising techniques by the extension of self-construals and product reviews. In this study, we use really existed brand as our studing case ,"Nike", "Adidas" and "New balance". We would like to explore the different brand extension degree lie in several types of consumer self-construals from the case. In this study, based on attitude function theory, we form the questions toward advertising manipulation of different attitudes inoder to explore whether consumer self-construals affect cognition, and thus affect the extension of consumer product evaluation. The results indicate that, in general, different types of consumer self-construals for evaluation of the product from the extension make significant difference in distance extension products. When the parent brand as a functional brand concept, no matter the distance or distance extension products, self-construals on the extension of product evaluation is not significant. The study also find that different attitude affects advertising strategy for the consumer, and have no significant effects for self-construals. In addition, they can not affect the extension of product evaluation.

The aim of the present study was to investigate: (a) self and age related differences in time perspective and future time orientations / (b) age differences in adaptive self-regulation / and (c) the contribution of future and self orientations and adaptive self-regulation to well-being. A questionnaire consisting of measures concerning future outlook and time perspective, adaptive self-regulation, self-construals, goals and subjective well-being variables was administered to 404 adults (191 young, 128 middle-aged, 85 older). Also, short structured interviews about time, future, end of life and age were conducted for descriptive and exploratory purposes with nine individuals, three individuals from each age group. On the basis of the results, it was concluded that, (1) older adults had less open and planful, but more anxious future outlook than younger adults, and middle-aged adults had a time perspective more like older adults&rsquo / (2) there is a difference in the content of the goals reported by each age group, and total number of goals reported by older adults was lower than the number of goals reported by young and middle-aged adults / (3) for all age groups, balanced type (i.e., related-individuated, as defined by the Balanced Integration and Differentiation, BID, model) individuals had the most favourable future outlook, and only balanced-type individuals at young, middle and older ages did not differ from each other in terms of having the most favourable future outlook / (4) balanced type individuals reengaged into other goals more than the unbalanced type individuals when they were faced with an unattainable goal / (5) goal reengagement increased with having more open future time perspective, and the contribution of open future time perspective to goal reengagement was much more for middle-aged and older adults than younger adults / (6) self orientations, future time perspective and goal reengagement contribute to well-being, and contributions of future time perspective and goal reengagement to well-being after the contribution of self orientations were considerable only for young and middle-aged adults / (7) gender was not found to have a significant effect on goal reengagement and well-being, but women had slightly more anxious and fatalistic future attitudes than men.

The present research investigated attitudes of the university students towards the future, as well as the relation between future time orientations and self-construals. The sample consisted of 303 Middle East Technical University students with a mean age of 21. Four scales were administered to respondents: the Balanced Integration Differentiation Scale (BID) (imamoglu, 1998, 2002), the Positive Future Expectation Scale (PFES) (imamoglu, 2001), the Future Time Orientation Scale (FTO) (Gjesme, 1979), and the Attitudes Towards the Future Scale, which was developed for the current study. The BID Scale consists of interrelational and self-developmental orientation subscales. The high and low ends of the interrelational orientation subscale represent relatedness and separatedness, respectively. While the high and low end scores of the self-developmental orientation subscale represent individuation and normative patterning, respectively. Two dimensions of the Future Time Orientation Scale were used, which are involvement and anticipation. The former dimension measures the degree to which an individual focuses on future events, and the latter one measures how well an individual prepares for future events. Factor analyses of the Attitude Towards the Future Scale yielded three factors, which are referred to as positive, fearful, and planful future orientations. Analyses indicated that this new measure has adequate validity and reliability. A short form of the scale was formed, which has similar metric qualities with the former one, and it was used in the following analyses. With regard to self-orientations and gender, a MANOVA test indicated that future orientations were affected by the interrelational and self-developmental orientations but not by gender. Individuals with high interrelational orientation scores were found to have higher positive and planful orientation scores, and lower fearful orientation scores. Individuals with high self-developmental orientation scores were found to have higher planful orientation and lower fearful orientation scores. A second MANOVA indicated significant differences among the four self-types suggested by the BID Model (i.e., separated patterning, related patterning, separated-individuation, related-individuation) on future orientations. A clear pattern was observed, in which the related-individuated respondents, representing the optimal development by the BID Model, seems to have the most positive and planful orientations and the least fearful orientation.

ABSTRACT SECURE EXPLORATION: CONCEPTUALIZATION, TYPES, AND RELATIONSHIPS WITH SECURE ATTACHMENT, SELF-CONSTRUALS AND OTHER SELF-RELATED VARIABLES imamoglu, Selen Ph.D., Department of Psychology Supervisor: Prof. Dr. Olcay imamoglu Co-supervisor: Assoc. Prof. Dr. Bengi &Ouml / ner-&Ouml / zkan June 2005, 211 pages The aim of the present study was to enhance understanding of secure exploration within the perspective of attachment theory and Imamoglu&#039 / s (2003) Balanced Integration-Differentiation (BID) model. A two-dimensional model of exploration was proposed consisting of trust for self and approaching the unknown, and scales were developed to study exploration separately from attachment both as a general and a domain-specific (i.e., cognitive, relational, self-related, spatial, and time-related) orientation. A questionnaire consisting of measures concerning exploration, attachment, self-construals, and other affective-relational (i.e., positive self- and other-models, trust for self, self-satisfaction, positive future expectations, trait anxiety) and intrinsic motivational (i.e., need for exploration, need for cognition, approaching the unknown, tolerance for ambiguity, curiosity, separation-differentiation security) variables, was administered to 434 (280 female, 154 male) Turkish university students. On the basis of the results, it was concluded that, (1) trust for self and approaching the unknown represent important dimensions in understanding secure exploration and variations in insecure exploration orientations / (2) exploration orientation, like attachment, represents both a general as well as a domain-specific orientation / (3) attachment and exploration represent distinct but complementary orientations, and separation-differentiation security provides a conceptual link between the two / (4) attachment and exploration may represent the foundations of relational and individuational self orientations, respectively / (5) secure attachment and secure exploration tend to be associated with the distinct but complementary affective-relational and intrinsic motivational domains, respectively / (6) of the four types of attachment-exploration orientations formed by crossing the secure and insecure ends of each, being secure in both orientations seems to be associated with optimal psychological functioning.

Made available in DSpace on 2015-05-14T13:16:35Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1187680 bytes, checksum: 573381df567aeef9e19ca3801479c93a (MD5) Previous issue date: 2010-02-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The current dissertation aimed at knowing to what extent the body image is connected with self-construals and human values. Specifically, it intended to investigate the relationship between dissatisfaction with the body and bodily investment, as well as to analyse the contribution of the independent and interdependent self-construals, and of the personal and social human values to the explanation of body dissatisfaction and bodily investment. Based on these aims, a study was conducted with 301 female university students from the city of Fortaleza/CE, with ages between 18 and 27 years (m = 21; sd = 2,0), with the majority characterized as middle class (63.5%) and single (85.4%). They answered a questionnaire composed by five parts: Bodily Investment Scale (BIS), Basic Values Survey (BVS), Body Shape Questionnaire (BSQ), Self-Construal Scale (SCS), in addition to socio-demographic questions. Results showed that bodily investment is negatively correlated with dissatisfaction with one‟s own body (r = -0.43, p < .01). At the same time, it was found that the self-independent and interdependent and the personal and social values not satisfactorily explained the dissatisfaction with the body. Moreover, the independent self-image and social values served as significant predictors of the investment body, setting up such constructs as predictors of this variable.Therefore, although this was not considered the ultimate aim of this research and based on the literature review and on the observed correlations, two alternative models were tested to explain body dissatisfaction. The first model considered the independent self-construal leading to personal values, which would explain the bodily investment and the latter would lead negatively to dissatisfaction with the body. The second model tested included the interdependent self-construal leading to social values, which would predict the bodily investment explaining negatively body dissatisfaction. After running the analyses, it was observed that the second model showed adequate goodness of fit indexes with the data collected, based on the assumptions found on the literature: ² (3) = 3.8, ²/gl = 1.28, GFI = 0.98, AGFI = 0.94, CFI= 0.98 and RMSEA = 0.03 (IC90% = 0.000 0.107). Depending on the results, we conclude that the objectives were reached, which may contribute to progress in this issue. Finally, it is recommended that further research in order to test the proposed model, considering different contexts and larger samples that are not limited to college students, thus allowing the confirmation of its setting and its appropriateness. / A presente dissertação buscou conhecer em que medida a imagem corporal está correlacionada com as auto-imagens e os valores humanos. Mais especificamente, pretendeu-se verificar a relação entre a insatisfação com o corpo e o investimento corporal, além de analisar a contribuição das auto-imagens independente e interdependente e dos valores humanos pessoais e sociais na explicação do investimento e da insatisfação corporal. Contou-se com a participação de 301 estudantes universitárias, da cidade de Fortaleza/CE, com idades entre 18 e 27 anos (m = 21; dp = 2,0), sendo a maioria de classe média (63,5%) e solteira (85,4%). Estas responderam a um caderno composto por cinco partes: Escala de Investimento Corporal (BIS), Questionário de Valores Básicos (QVB), Body Shape Questionnaire (BSQ), Escala de Auto-imagem (EAI), além de perguntas de caráter bio-sócio-demográfico. Os resultados demonstraram uma correlação negativa e estatisticamente significativa entre o investimento corporal e a insatisfação com o corpo (r = -0,43, p < 0,01). Ao mesmo tempo, verificou-se que as auto-imagens independente e interdependente e os valores pessoais e sociais não explicaram satisfatoriamente a insatisfação com o corpo. Por outro lado, a auto-imagem independente e os valores sociais atuaram como preditores significativos do investimento corporal; configurando-se tais construtos como explicadores desta variável. Em seguida, mesmo não sendo o objetivo último da pesquisa, com base na revisão da literatura e nas correlações observadas, testaram-se dois modelos alternativos para a explicação da insatisfação corporal. O primeiro considerou que a auto-imagem independente conduz aos valores pessoais; estes, por sua vez, explicam o investimento corporal que prediz inversamente a insatisfação com o corpo. O segundo contemplou a auto-imagem interdependente como influenciando os valores sociais; estes predizendo o investimento corporal, que explicou inversamente a insatisfação com o corpo. Após as análises, verificou-se que o segundo modelo se adequou aos dados, uma vez que, diferentemente do primeiro, seus indicadores de ajuste atenderam às exigências que têm sido mencionadas na literatura: ² (3) = 3,8, ²/gl = 1,28, GFI = 0,98, AGFI = 0,94, CFI= 0,98 e RMSEA = 0,03 (IC90% = 0,000 - 0,107). Em função dos resultados, é possível concluir que os objetivos propostos foram alcançados, o que poderá contribuir com os avanços nesta temática. Finalmente, recomenda-se a realização de novas pesquisas, a fim de testar o modelo proposto, considerando contextos distintos e amostras mais amplas que não se restrinjam a estudantes universitárias, permitindo, assim, a comprovação do seu ajuste e da sua adequabilidade.

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