| dc.contributor | 心理系 | en_US |
| dc.creator (作者) | 郭建志 | zh_TW |
| dc.creator (作者) | Ku, Hsuan-Hsuan ; Kuo, Chien-Chih ; Wu, Ching-Luen ; Wu, Chih-Ying | en_US |
| dc.date (日期) | 2012.10 | en_US |
| dc.date.accessioned | 24-Jan-2014 15:50:19 (UTC+8) | - |
| dc.date.available | 24-Jan-2014 15:50:19 (UTC+8) | - |
| dc.date.issued (上傳時間) | 24-Jan-2014 15:50:19 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/63559 | - |
| dc.description.abstract (摘要) | This study investigates the effect of consumers` self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that prevention-focused participants are more strongly persuaded when “product-related” appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to “non—product-related” appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss. | en_US |
| dc.format.extent | 236560 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Advertising, 41(4),41-50 | en_US |
| dc.title (題名) | The role of consumers’ motivational orientation to promotion versus prevention. | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/00913367.2012.10672456 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2012.10672456 | en_US |
