| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2010-03 | - |
| dc.date.accessioned | 25-Feb-2013 10:39:31 (UTC+8) | - |
| dc.date.available | 25-Feb-2013 10:39:31 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Feb-2013 10:39:31 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56988 | - |
| dc.description.abstract (摘要) | Two experiments tested the hypothesis that priming independent and interdependent self-concepts affects responses to advertisements. In Experiment 1, for a privately consumed product, the influence of product assortment size on ad effectiveness was moderated by the accessibility of these self-concepts. Experiment 2 replicated this finding for a publicly consumed product and also examined an additional ad feature, consensus information. Ad effectiveness was enhanced by larger product assortment only when the independent self-concept was primed and by the presence of consensus information only when the interdependent self-concept was primed. | en |
| dc.format.extent | 99994 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Psychology & Marketing, 27(4), 399-416 | en |
| dc.title (題名) | Making Unique Choices or Being Like Others: How Priming Self-concepts Influnces Advertising Effectiveness | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1002/mar.20336 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1002/mar.20336 | en_US |
