| dc.contributor | 國立政治大學廣告學系 | en_US |
| dc.contributor | 行政院國家科學委員會 | en_US |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 18-十月-2012 09:20:15 (UTC+8) | - |
| dc.date.available | 18-十月-2012 09:20:15 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-十月-2012 09:20:15 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/53707 | - |
| dc.description.abstract (摘要) | 本計畫以自我概念延伸出來的「自我規範重心」（self-regulatory focus）系統與「好惡衝突容忍度」高低（ambivalence tolerance）為基礎進行跨文化研究。第一個研究主題從跨文化中自我概念差異延伸至「自我規範重心」（self-regulatory focus）差異，並探討「自我規範重心」對廣告說服資訊處理的影響。第二個研究主題從跨文化中自我概念差異延伸至「好惡衝突容忍度」（ambivalence tolerance）差異，同時探討「好惡衝突容忍度」會如何影響到不同文化中的閱聽眾處理廣告說服資訊；以此二大主題出發，將進行七個跨國系列研究。第一年已經完成台灣部份的六個實驗，並已接洽申請美國與荷蘭學校的實驗配合。 | - |
| dc.description.abstract (摘要) | Under the assumption that culture shapes self-concepts and self-regulatory focus, part one of this proposal predicts that individuals in different cultures should have different self-regulatory foci, which should influence their responses to advertising messages. Five advertising tactics will be examined, and a proposed psychological mechanism will be explained in later sections of this proposal. The second part of the proposal argues that independent/interdependent self-concepts influence ambivalence tolerance and need for consistency, which further affect motivation to resolve dissonance. As a result, individuals with different motivations to resolve dissonance should respond to ad messages that feature ambivalent spokespersons or political candidates in divergent ways. | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | 基礎研究 | en_US |
| dc.relation (關聯) | 學術補助 | en_US |
| dc.relation (關聯) | 研究期間:9708~ 9807 | en_US |
| dc.relation (關聯) | 研究經費:1277仟元 | en_US |
| dc.subject (關鍵詞) | 跨文化消費 | en_US |
| dc.title (題名) | 跨文化消費說服---從自我概念到「自我規範重心」與「好惡衝突容忍度」的影響(I) | zh_TW |
| dc.title.alternative (其他題名) | Consumer Persuasion across Cultures---From Self-Concepts to Self-Regulatory Focus and Ambivalence Tolerance | en_US |
| dc.type (資料類型) | report | en |
