| dc.contributor | 心理系 | - |
| dc.creator (作者) | Kuo, Chien-Chih | - |
| dc.creator (作者) | 郭建志 | zh_TW |
| dc.creator (作者) | Ku, H.-H. | en_US |
| dc.creator (作者) | Wu, C.-L. | en_US |
| dc.creator (作者) | Wu, C.-Y. | en_US |
| dc.date (日期) | 2012 | - |
| dc.date.accessioned | 17-Apr-2015 12:07:22 (UTC+8) | - |
| dc.date.available | 17-Apr-2015 12:07:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Apr-2015 12:07:22 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/74661 | - |
| 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 preventionfocused 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. © 2013 American Academy of Advertising. | - |
| dc.format.extent | 9027487 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Advertising, 41(4), 41-50 | - |
| dc.title (題名) | Communicating green marketing appeals effectively | - |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2753/JOA0091-3367410403 | - |
| dc.identifier.doi (DOI) | 10.2753/JOA0091-3367410403 | - |
| dc.identifier.doi (DOI) | 10.1080/00913367.2012.10672456 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2012.10672456 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2753/JOA0091-3367410403 | - |
