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    题名: Effectiveness of Consensus Information in Advertising: The Moderating Roles of Situational Factors and Individual Differences
    作者: Chang, Chingching
    張卿卿
    贡献者: 政大廣告系
    关键词: Advertising;Consensus;Informational social influence;Need for closure;Susceptibility to interpersonal influence
    日期: 2012-03
    上传时间: 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
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1007/s10869-012-9258-5
    DOI: 10.1007/s10869-012-9258-5
    显示于类别:[廣告學系] 期刊論文

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