政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/56971
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 115256/146303 (79%)
造訪人次 : 54517286      線上人數 : 363
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/56971


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/56971


    題名: Effectiveness of Consensus Information in Advertising: The Moderating Roles of Situational Factors and Individual Differences
    作者: Chang, Chingching
    張卿卿
    貢獻者: 政大廣告系
    關鍵詞: Advertising;Consensus;Informational social influence;Need for closure;Susceptibility to interpersonal influence
    日期: 2012-03
    上傳時間: 2013-02-21 15:03:19 (UTC+8)
    摘要: Purpose This study aims to investigate the influence of both individual consumer differences and the purchase decision context on the effectiveness of consensus information in advertising. Design/Methodology/Approach Three experiments explore the effectiveness of consensus information. In Experiment 1, gender serves as a moderator. Experiment 2 contains an examination of the susceptibility to interpersonal influence (SII) and purchase decision context as two potential moderators. Finally, Experiment 3 instead explores the need for cognitive closure (NFC) but again includes the purchase decision context as the two possible moderators. Findings In Experiment 1, female participants, but not male participants, generate higher purchase intentions for ads with consensus cues as opposed to those without them. With Experiment 2, this study demonstrates that the effectiveness of consensus cues increases for a group (vs. personal) purchase decision, but only for people with high susceptibility to individual influence. In Experiment 3, the effectiveness of consensus cues is relatively greater for a group (vs. personal) purchase decisions, but only for consumers with a high NFC. Implications Understanding what moderates the effectiveness of consensus information in advertising has the potential to help practitioners apply consensus information more effectively to improve their advertising returns. Originality/Value This study provides initial evidence about the impact of consensus information in advertising on purchase intentions, which is contingent on the situational context and individual differences.
    關聯: Journal of Business and Psychology, 27, 483-494
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1007/s10869-012-9258-5
    DOI: 10.1007/s10869-012-9258-5
    顯示於類別:[廣告學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    art%3A10.1007%2Fs10869-012-9258-5.pdf244KbAdobe PDF21039檢視/開啟


    檢視Licence

    在政大典藏中所有的資料項目都受到原著作權保護.


    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 ©   - 回饋