Two studies were conducted to assess separateness-connectedness (SC) as a new message variable and as a new individual difference variable in advertising. Study I began the process of developing a Separateness-Connectedness scale based on a sample of 140 college students (97 Westerners and 43 non-Westerners, 81 males and 59 females) attending a midwestern university. The 9-item, 2-factor scale revealed good reliability and construct validity. The structure of the overall model was then successfully tested on a new sample by confirmatory factor analysis. In Study II an experiment assessed whether the separateness/connectedness self-schema would moderate the effect of using either a connected or a separated advertising appeal on consumers' attitude toward the ad. As predicted, a significant interaction effect was found. The results revealed that individuals with a separate self-schema preferred a separated advertising theme, and individuals with a connected self-schema preferred a connected advertising theme. Implications for advertising managers, the studies' limitations, and future research directions are also discussed.
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Wang et al. (1997) studied this question.