| dc.contributor | 心理系 | en_US |
| dc.creator (作者) | 郭建志 | zh_TW |
| dc.creator (作者) | Kuo, Chien-Chih | en_US |
| dc.creator (作者) | Ku, Hsuan-Hsuan | en_US |
| dc.creator (作者) | Wu, Ching-Luen | en_US |
| dc.creator (作者) | Wu, Chih-Ying | en_US |
| dc.date (日期) | 2012.10 | en_US |
| dc.date.accessioned | 11-Feb-2014 14:01:54 (UTC+8) | - |
| dc.date.available | 11-Feb-2014 14:01:54 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Feb-2014 14:01:54 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/63783 | - |
| 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. [ABSTRACT FROM AUTHOR] | en_US |
| dc.format.extent | 9027487 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) | Communicating green marketing appeals effectively: The role of consumers’ motivational orientation to promotion versus prevention | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2753/JOA0091-3367410403 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2753/JOA0091-3367410403 | en_US |
