English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51049516      Online Users : 946
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53707


    Title: 跨文化消費說服---從自我概念到「自我規範重心」與「好惡衝突容忍度」的影響(I)
    Other Titles: Consumer Persuasion across Cultures---From Self-Concepts to Self-Regulatory Focus and Ambivalence Tolerance
    Authors: 張卿卿
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 跨文化消費
    Date: 2008
    Issue Date: 2012-10-18 09:20:15 (UTC+8)
    Abstract: 本計畫以自我概念延伸出來的「自我規範重心」（self-regulatory focus）系統與「好惡衝突容忍度」高低（ambivalence tolerance）為基礎進行跨文化研究。第一個研究主題從跨文化中自我概念差異延伸至「自我規範重心」（self-regulatory focus）差異，並探討「自我規範重心」對廣告說服資訊處理的影響。第二個研究主題從跨文化中自我概念差異延伸至「好惡衝突容忍度」（ambivalence tolerance）差異，同時探討「好惡衝突容忍度」會如何影響到不同文化中的閱聽眾處理廣告說服資訊；以此二大主題出發，將進行七個跨國系列研究。第一年已經完成台灣部份的六個實驗，並已接洽申請美國與荷蘭學校的實驗配合。
    Under the assumption that culture shapes self-concepts and self-regulatory focus, part one of this proposal predicts that individuals in different cultures should have different self-regulatory foci, which should influence their responses to advertising messages. Five advertising tactics will be examined, and a proposed psychological mechanism will be explained in later sections of this proposal. The second part of the proposal argues that independent/interdependent self-concepts influence ambivalence tolerance and need for consistency, which further affect motivation to resolve dissonance. As a result, individuals with different motivations to resolve dissonance should respond to ad messages that feature ambivalent spokespersons or political candidates in divergent ways.
    Relation: 基礎研究
    學術補助
    研究期間:9708~ 9807
    研究經費:1277仟元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

    Files in This Item:

    File Description SizeFormat
    97-2410-H-004-169-MY3(I).PDF157KbAdobe PDF2640View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback