The influence of self-construal on consumer responses to sizing discrepancy

Abstract

Purpose

This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors explore the potential effectiveness of two distinct communication strategies – emotional versus informational ad appeals – to mitigate the negative effects of sizing discrepancies.

Design/methodology/approach

A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.

Findings

When encountering sizing discrepancies, the authors find that consumers with an interdependent self-construal have lower purchase intentions than those with an independent self-construal. The authors demonstrate that an emotional communication strategy is more effective for consumers with an interdependent self-construal, whereas an informational communication strategy is more effective for consumers with an independent self-construal.

Originality/value

With the lack of a universal sizing system, consumers often struggle to find clothes that fit as expected. However, extant research has not explored cross-cultural differences in how consumers respond to sizing discrepancies and how managers can reduce any potential negative effects.

Citation

Jung, H., Magnusson, P. and Peng, Y. (2023), "The influence of self-construal on consumer responses to sizing discrepancy", International Marketing Review, Vol. 40 No. 6, pp. 1325-1343. https://doi.org/10.1108/IMR-08-2022-0179