Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/63783
DC Field | Value | Language |
---|---|---|
dc.contributor | 心理系 | en_US |
dc.creator | 郭建志 | zh_TW |
dc.creator | Kuo, Chien-Chih | en_US |
dc.creator | Ku, Hsuan-Hsuan | en_US |
dc.creator | Wu, Ching-Luen | en_US |
dc.creator | Wu, Chih-Ying | en_US |
dc.date | 2012.10 | en_US |
dc.date.accessioned | 2014-02-11T06:01:54Z | - |
dc.date.available | 2014-02-11T06:01:54Z | - |
dc.date.issued | 2014-02-11T06:01:54Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/63783 | - |
dc.description.abstract | This study investigates the effect of consumers` self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that prevention- focused participants are more strongly persuaded when \"product-related\" appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to \"non-product-related\" appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss. [ABSTRACT FROM AUTHOR] | en_US |
dc.format.extent | 9027487 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.language.iso | en_US | - |
dc.relation | Journal of Advertising, 41(4), 41-50 | en_US |
dc.title | Communicating green marketing appeals effectively: The role of consumers’ motivational orientation to promotion versus prevention | en_US |
dc.type | article | en |
dc.identifier.doi | 10.2753/JOA0091-3367410403 | en_US |
dc.doi.uri | http://dx.doi.org/10.2753/JOA0091-3367410403 | en_US |
item.fulltext | With Fulltext | - |
item.grantfulltext | restricted | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.languageiso639-1 | en_US | - |
item.openairetype | article | - |
item.cerifentitytype | Publications | - |
Appears in Collections: | 期刊論文 |
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