Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/74661
DC Field | Value | Language |
---|---|---|
dc.contributor | 心理系 | - |
dc.creator | Kuo, Chien-Chih | - |
dc.creator | 郭建志 | zh_TW |
dc.creator | Ku, H.-H. | en_US |
dc.creator | Wu, C.-L. | en_US |
dc.creator | Wu, C.-Y. | en_US |
dc.date | 2012 | - |
dc.date.accessioned | 2015-04-17T04:07:22Z | - |
dc.date.available | 2015-04-17T04:07:22Z | - |
dc.date.issued | 2015-04-17T04:07:22Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/74661 | - |
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 preventionfocused 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. © 2013 American Academy of Advertising. | - |
dc.format.extent | 9027487 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.relation | Journal of Advertising, 41(4), 41-50 | - |
dc.title | Communicating green marketing appeals effectively | - |
dc.type | article | en |
dc.identifier.doi | 10.2753/JOA0091-3367410403 | - |
dc.identifier.doi | 10.2753/JOA0091-3367410403 | - |
dc.identifier.doi | 10.1080/00913367.2012.10672456 | - |
dc.doi.uri | http://dx.doi.org/10.1080/00913367.2012.10672456 | - |
dc.doi.uri | http://dx.doi.org/10.2753/JOA0091-3367410403 | - |
item.cerifentitytype | Publications | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.openairetype | article | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | restricted | - |
Appears in Collections: | 期刊論文 |
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