Generally speaking, positive word-of-mouth communication toward a service generates positive consumer responses. However, because not only is WOM contents same, but personal psychological attributes is different, we cannot think that psychological mechanisms to engender positive responses is the same or similar. This study investigated how the influence of WOM was different on primed independent and interdependent self-construal as a cultural disposition in everyday interpersonal communication. Service contents communicated is classified into technical service(what is delivered) and functional service( how the service is delivered). Results showed main effect on consumer responses(attitude toward service, usage intention in the future, WOM intention to others) was not significant, but interaction effect was significant. In case of activation of independent self-construal, consumer responses was more positive in receiving of technical service communication versus functional. But, In case of activation of interdependent self-construal, consumer responses was more positive in receiving of functional service communication versus technical. Several recommendations and implications was discussed.