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題名 Why Do Caucasian Advertising Models Appeal to Consumers in Taiwan? A Cue-Triggered Value-Expressive Framework
作者 張卿卿
Chang, Ching-Ching
貢獻者 廣告系
日期 2014
上傳時間 5-Jan-2015 11:37:32 (UTC+8)
摘要 To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.
關聯 International Journal of Advertising,33(1), 155-177
資料類型 article
DOI http://dx.doi.org/10.2501/IJA-33-1-155-177
dc.contributor 廣告系-
dc.creator (作者) 張卿卿-
dc.creator (作者) Chang, Ching-Ching-
dc.date (日期) 2014-
dc.date.accessioned 5-Jan-2015 11:37:32 (UTC+8)-
dc.date.available 5-Jan-2015 11:37:32 (UTC+8)-
dc.date.issued (上傳時間) 5-Jan-2015 11:37:32 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/72590-
dc.description.abstract (摘要) To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.-
dc.format.extent 14442406 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) International Journal of Advertising,33(1), 155-177-
dc.title (題名) Why Do Caucasian Advertising Models Appeal to Consumers in Taiwan? A Cue-Triggered Value-Expressive Framework-
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.2501/IJA-33-1-155-177en_US
dc.doi.uri (DOI) http://dx.doi.org/10.2501/IJA-33-1-155-177en_US