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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56986

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題名:	Message Framing and Interpersonal Orientation at Cultural and Individual Levels: Involvement as a Moderator
作者:	Chang, Chingching 張卿卿
貢獻者:	政大廣告系
關鍵詞:	Culture;Market Research;Marketing Communications;Self-orientation
日期:	2010
上傳時間:	2013-02-25 10:29:48 (UTC+8)
摘要:	On the basis of self-regulatory goals literature, this study predicts that persons with independent and interdependent self-concepts may respond differently to messages with promotion and prevention frames, though the effect may apply only to highly involved persons. The findings confirm these hypotheses at the cultural level (Experiment 1) and the individual level (Experiment 2), showing that greater product involvement increases the effectiveness of self-concept congruent but not incongruent message framing. In addition to the consequence valence explored in Experiment 1, prior research identifies compliance as another important dimension of message framing. Because people with a prevention-/promotion-oriented selfregulatory focus are sensitive to the presence and absence of negative/positive consequences, the superior effects of congruent message framing for highly involved persons should exist regardless of whether the messages emphasise compliance or noncompliance. Experiment 2 confirms these expectations in a collecrivisric culture.
關聯:	International Journal of Advertising, 29(5), 765-794
資料類型:	article
DOI 連結:	http://dx.doi.org/10.2501/S0265048710201452
DOI:	10.2501/S0265048710201452
顯示於類別:	[廣告學系] 期刊論文

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