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

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