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https://ah.lib.nccu.edu.tw/handle/140.119/56988
題名: | Making Unique Choices or Being Like Others: How Priming Self-concepts Influnces Advertising Effectiveness | 作者: | Chang, Chingching 張卿卿 |
貢獻者: | 政大廣告系 | 日期: | Mar-2010 | 上傳時間: | 25-Feb-2013 | 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. | 關聯: | Psychology & Marketing, 27(4), 399-416 | 資料類型: | article | DOI: | http://dx.doi.org/10.1002/mar.20336 |
Appears in Collections: | 期刊論文 |
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