| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2012-03 | - |
| dc.date.accessioned | 21-二月-2013 15:03:19 (UTC+8) | - |
| dc.date.available | 21-二月-2013 15:03:19 (UTC+8) | - |
| dc.date.issued (上傳時間) | 21-二月-2013 15:03:19 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56971 | - |
| dc.description.abstract (摘要) | Purpose This study aims to investigate the inï¬uence of both individual consumer differences and the purchase decision context on the effectiveness of consensus information in advertising. Design/Methodology/Approach Three experiments explore the effectiveness of consensus information. In Experiment 1, gender serves as a moderator. Experiment 2 contains an examination of the susceptibility to interpersonal inï¬uence (SII) and purchase decision context as two potential moderators. Finally, Experiment 3 instead explores the need for cognitive closure (NFC) but again includes the purchase decision context as the two possible moderators. Findings In Experiment 1, female participants, but not male participants, generate higher purchase intentions for ads with consensus cues as opposed to those without them. With Experiment 2, this study demonstrates that the effectiveness of consensus cues increases for a group (vs. personal) purchase decision, but only for people with high susceptibility to individual inï¬uence. In Experiment 3, the effectiveness of consensus cues is relatively greater for a group (vs. personal) purchase decisions, but only for consumers with a high NFC. Implications Understanding what moderates the effectiveness of consensus information in advertising has the potential to help practitioners apply consensus information more effectively to improve their advertising returns. Originality/Value This study provides initial evidence about the impact of consensus information in advertising on purchase intentions, which is contingent on the situational context and individual differences. | en |
| dc.format.extent | 250855 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Business and Psychology, 27, 483-494 | en |
| dc.subject (關鍵詞) | Advertising;Consensus;Informational social influence;Need for closure;Susceptibility to interpersonal influence | en_US |
| dc.title (題名) | Effectiveness of Consensus Information in Advertising: The Moderating Roles of Situational Factors and Individual Differences | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1007/s10869-012-9258-5 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1007/s10869-012-9258-5 | - |
