CONVERGENCE OF ADVERTISING MESSAGES WITH AGENTIC AND COMMUNAL SELF-PERCEPTION IN CONSUMER DECISION-MAKING: AN INTRODUCTORY STUDY

Abstract

Background and Objective: The duality of human self-perception—agentic versus communal—plays a pivotal role in consumer decision-making. This introductory study investigates how the alignment between an individual’s dominant self-perception and advertising content influences emotional reactions and product preferences. The aim is to explore whether self-congruity enhances receptivity to marketing messages and brand evaluations.

Study Design / Materials and Methods: A structured individual survey was conducted with 12 Polish participants divided by age and gender. Each respondent completed a validated Agency and Communion Orientation Scale and evaluated four advertisements representing either communal or agentic values (Nike, Adidas, Chevrolet, Volkswagen). Emotional and cognitive responses were assessed via a 7-point Likert scale.

Results: A convergence between the participants’ self-perception and their preferences for brand and product messaging was observed in 10 out of 12 and 9 out of 12 cases, respectively. Respondents with a communal orientation preferred advertisements with inclusive, socially-driven narratives, while agentic individuals showed stronger affinity toward content emphasizing independence and achievement. Emotional alignment with the advertising style reinforced positive impressions.

Practical Implications: Understanding self-congruity effects enables marketers to craft more targeted and psychologically resonant campaigns. Aligning message framing with self-perception traits can improve brand engagement, emotional resonance, and potentially guide consumer choices.

Conclusion and Summary: The findings support the role of self-congruity in consumer perception and highlight its potential as a strategic lever in marketing communication. Further research with larger and culturally diverse samples is recommended to validate and extend these findings.