| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2005 | - |
| dc.date.accessioned | 22-Nov-2010 20:37:02 (UTC+8) | - |
| dc.date.available | 22-Nov-2010 20:37:02 (UTC+8) | - |
| dc.date.issued (上傳時間) | 22-Nov-2010 20:37:02 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48412 | - |
| dc.description.abstract (摘要) | This article explores how the drive for self-enhancement influences responses to ads depicting images that are self-congruent along the dimensions of femininity and individualism/collectivism. Participants’schematics on the portrayed dimension were found to exhibit higher levels of cognitive self-referencing and positive affect when the ad image was congruent with their ideal self-schemata than when it was not. Greater self-referencing and positive affect were found, in turn, to promote more favorable ad attitudes, thereby resulting in more positive brand attitudes. | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Psychology & Marketing, 22(11), 887-910 | en |
| dc.title (題名) | Ad-self-congruency effects: Self-enhancing cognitive and affective mechanisms | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1002/mar.20089 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1002/mar.20089 | en_US |
