Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context

Rajiv Vaidyanathan, Praveen Aggarwal, Wojciech Kozłowski

Research output: Contribution to journalArticlepeer-review

35 Scopus citations


This study is a replication and extension of prior work on the effectiveness of cause-related marketing efforts. We show that compliance behavior across cultures can be different depending on the dominant self-construal paradigm prevalent in a given society. The original study had shown that people in independent self-construal societies (individualist countries such as the USA) are unwilling to follow up on their original commitment (to support rainforest protection) if compliance involves bearing the cost of such action (paying a higher price for a product where part of the price is donated to rainforest protection). This study, drawing on a sample of students at a mid-sized university in northern Poland, shows that commitment-consistency works in collectivist, interdependent self-construal societies in a different way: if the cause being supported is of a pro-social nature, people in such societies are willing to pay the higher product price to support it.

Original languageEnglish (US)
Pages (from-to)44-57
Number of pages14
JournalJournal of Marketing Communications
Issue number1
StatePublished - Feb 2013

Bibliographical note

Funding Information:
The authors would like to sincerely thank Dr Jean Jacobsen for her assistance in editing this manuscript. The authors are also grateful to the UMD Chancellor’s Small Grant program for its support of this research.


  • cause-related marketing
  • commitment-consistency
  • compliance
  • cross-cultural marketing
  • interdependent self-construal


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