Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/56988| DC Field | Value | Language |
|---|---|---|
| dc.contributor | 政大廣告系 | en |
| dc.creator | Chang, Chingching | en |
| dc.creator | 張卿卿 | zh_TW |
| dc.date | 2010-03 | - |
| dc.date.accessioned | 2013-02-25T02:39:31Z | - |
| dc.date.available | 2013-02-25T02:39:31Z | - |
| dc.date.issued | 2013-02-25T02:39:31Z | - |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/56988 | - |
| dc.description.abstract | 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 | Psychology & Marketing, 27(4), 399-416 | en |
| dc.title | Making Unique Choices or Being Like Others: How Priming Self-concepts Influnces Advertising Effectiveness | en |
| dc.type | article | en |
| dc.identifier.doi | 10.1002/mar.20336 | en_US |
| dc.doi.uri | http://dx.doi.org/10.1002/mar.20336 | en_US |
| item.grantfulltext | restricted | - |
| item.openairetype | article | - |
| item.fulltext | With Fulltext | - |
| item.languageiso639-1 | en_US | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
| item.cerifentitytype | Publications | - |
| Appears in Collections: | 期刊論文 | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 20336_ftp.pdf | 97.65 kB | Adobe PDF2 | View/Open |
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