Self-concept of women in advertising across cultures (Russia and Sweden)

摘要: Self-concept is a very complex structure that includes feelings and beliefs, which people have about them in relations to other objects. Many marketers researchers found expression of self has great influence on customer’s buying behavior defines her attitudes towards products services correspond self-concept. This study, based quantitative research with deductive approach, examines self-concept women advertising across cultures. One hundred sixty respondents from Russia Sweden the age eighteen thirty been asked identify ideal eye color, hair length make-up for woman order look beautiful. Besides that, congruence between images female beauty consumer's perception terms wanting like specific model was tested. After analysis empirical results, some differences, as well similarities two countries found. Since issues standardization still are focus many studies, findings this study another argument favor adaptation international campaigns requirements local markets different countries.