Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/72590


Title: Why Do Caucasian Advertising Models Appeal to Consumers in Taiwan? A Cue-Triggered Value-Expressive Framework
Authors: 張卿卿
Chang, Ching-Ching
Contributors: 廣告系
Date: 2014
Issue Date: 2015-01-05 11:37:32 (UTC+8)
Abstract: To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.
Relation: International Journal of Advertising,33(1), 155-177
Data Type: article
DOI 連結: http://dx.doi.org/10.2501/IJA-33-1-155-177
Appears in Collections:[廣告學系] 期刊論文

Files in This Item:

File Description SizeFormat
155-177.pdf14103KbAdobe PDF1001View/Open


All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing