In two studies, we investigate how differences in self-construal patterns affect preferences for consumption symbols through the process of self-expression. The results of Study 1 demonstrate that individuals with a dominant independent self-construal bold attitudes that allow them to express...

Guidelines for designing visual brand stimuli are developed using logo evaluations in China and Singapore. Significant relationships were found between design elements and such desired consumer responses as positive affect, quality perceptions, recognition, consensus in meaning, and geomancy....