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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/56988

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56988

Title:	Making Unique Choices or Being Like Others: How Priming Self-concepts Influnces Advertising Effectiveness
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2010-03
Issue Date:	2013-02-25 10:39:31 (UTC+8)
Abstract:	Two experiments tested the hypothesis that priming independent and interdependent self-concepts affects responses to advertisements. In Experiment 1, for a privately consumed product, the influence of product assortment size on ad effectiveness was moderated by the accessibility of these self-concepts. Experiment 2 replicated this finding for a publicly consumed product and also examined an additional ad feature, consensus information. Ad effectiveness was enhanced by larger product assortment only when the independent self-concept was primed and by the presence of consensus information only when the interdependent self-concept was primed.
Relation:	Psychology & Marketing, 27(4), 399-416
Data Type:	article
DOI link:	http://dx.doi.org/10.1002/mar.20336
DOI:	10.1002/mar.20336
Appears in Collections:	[Department of Advertising] Periodical Articles

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