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| Title | Message Framing and Interpersonal Orientation at Cultural and Individual Levels: Involvement as a Moderator |
| Creator | Chang, Chingching 張卿卿 |
| Contributor | 政大廣告系 |
| Key Words | Culture; Market Research; Marketing Communications; Self-orientation |
| Date | 2010 |
| Date Issued | 25-Feb-2013 10:29:48 (UTC+8) |
| Summary | On the basis of self-regulatory goals literature, this study predicts that persons with independent and interdependent self-concepts may respond differently to messages with promotion and prevention frames, though the effect may apply only to highly involved persons. The findings confirm these hypotheses at the cultural level (Experiment 1) and the individual level (Experiment 2), showing that greater product involvement increases the effectiveness of self-concept congruent but not incongruent message framing. In addition to the consequence valence explored in Experiment 1, prior research identifies compliance as another important dimension of message framing. Because people with a prevention-/promotion-oriented selfregulatory focus are sensitive to the presence and absence of negative/positive consequences, the superior effects of congruent message framing for highly involved persons should exist regardless of whether the messages emphasise compliance or noncompliance. Experiment 2 confirms these expectations in a collecrivisric culture. |
| Relation | International Journal of Advertising, 29(5), 765-794 |
| Type | article |
| DOI | http://dx.doi.org/10.2501/S0265048710201452 |
| 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) | 2010 | - |
| dc.date.accessioned | 25-Feb-2013 10:29:48 (UTC+8) | - |
| dc.date.available | 25-Feb-2013 10:29:48 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Feb-2013 10:29:48 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56986 | - |
| dc.description.abstract (摘要) | On the basis of self-regulatory goals literature, this study predicts that persons with independent and interdependent self-concepts may respond differently to messages with promotion and prevention frames, though the effect may apply only to highly involved persons. The findings confirm these hypotheses at the cultural level (Experiment 1) and the individual level (Experiment 2), showing that greater product involvement increases the effectiveness of self-concept congruent but not incongruent message framing. In addition to the consequence valence explored in Experiment 1, prior research identifies compliance as another important dimension of message framing. Because people with a prevention-/promotion-oriented selfregulatory focus are sensitive to the presence and absence of negative/positive consequences, the superior effects of congruent message framing for highly involved persons should exist regardless of whether the messages emphasise compliance or noncompliance. Experiment 2 confirms these expectations in a collecrivisric culture. | en |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | International Journal of Advertising, 29(5), 765-794 | en |
| dc.subject (關鍵詞) | Culture; Market Research; Marketing Communications; Self-orientation | en |
| dc.title (題名) | Message Framing and Interpersonal Orientation at Cultural and Individual Levels: Involvement as a Moderator | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2501/S0265048710201452 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2501/S0265048710201452 | - |