| dc.creator (作者) | Chang, Chingching | en_US |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 18-Dec-2008 17:39:11 (UTC+8) | - |
| dc.date.available | 18-Dec-2008 17:39:11 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Dec-2008 17:39:11 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/17792 | - |
| dc.description.abstract (摘要) | This paper explored the influence of self-consciousness on responses to ad appeals. Study one established the positive relationship between self-monitoring and self-consciousness. Study two tested whether level of self-consciousness could influence ad responses. Findings showed that magazine articles written in the second-person, as opposed to the third-person, directed attention to the self and enhanced self-consciousness. Enhancing self-consciousness caused participants high in self-monitoring to generate more favorable ad responses, but it had no effect on those low in self-monitoring. In addition, enhancing self-consciousness significantly improved the effectiveness of image appeal ads, but had no effect on utilitarian appeal ads. | - |
| dc.format | application/ | en_US |
| dc.language | en | en_US |
| dc.language | en-US | en_US |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Advances in Consumer Research, 33, 503-508 | en_US |
| dc.title (題名) | Enhancing self-consciousness: Implicatoins for the effectiveness of ad appeals | en_US |
| dc.type (資料類型) | article | en |
