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https://ah.lib.nccu.edu.tw/handle/140.119/48412
題名: | Ad-self-congruency effects: Self-enhancing cognitive and affective mechanisms | 作者: | Chang, Chingching 張卿卿 |
日期: | 2005 | 上傳時間: | 22-Nov-2010 | 摘要: | This article explores how the drive for self-enhancement influences responses to ads depicting images that are self-congruent along the dimensions of femininity and individualism/collectivism. Participants’schematics on the portrayed dimension were found to exhibit higher levels of cognitive self-referencing and positive affect when the ad image was congruent with their ideal self-schemata than when it was not. Greater self-referencing and positive affect were found, in turn, to promote more favorable ad attitudes, thereby resulting in more positive brand attitudes. | 關聯: | Psychology & Marketing, 22(11), 887-910 | 資料類型: | article | DOI: | http://dx.doi.org/10.1002/mar.20089 |
Appears in Collections: | 期刊論文 |
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20089_ftp.pdf | 119.52 kB | Adobe PDF2 | View/Open |
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