Company X is a socially responsible firm. To promote recycling in the US, they want to run an ad campaign. The advertising agency has proposed two ideas: One, featuring an individual engaging in recycling behaviour, with a smile on his/her face; Two, featuring an individual engaging in recycling behaviour, after which he/she smiles as he/she hugs his/her family members. Market research data of company X in the US concludes that while people in the northern states tend to have high independent self-construals, southerners tend to have high interdependent self-construals.