政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78000

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/78000

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78000

Title:	Seeing the small picture: Ad-self versus ad-culture congruency in international advertising
Authors:	Chang, Chingching 張卿卿
Contributors:	廣告學系
Date:	2006-03
Issue Date:	2015-08-27 17:18:05 (UTC+8)
Abstract:	Participants in a cross-cultural study in the United States and Taiwan indicated no preference for ads depicting values (individualist or collectivist) consistent with those of their culture. Congruency between personal and ad-portrayed values, however, significantly affected responses. The higher the congruency between ad and self, the more participants related personally to the ad. In addition, affective response, ad liking, perceived ad believability, and brand attitudes were all positively associated with ad-self congruency, but not with ad-culture congruency. Implications for international advertising and cross-cultural research are discussed.
Relation:	Journal of Business and Psychology,20(3),445-465
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1007/s10869-005-9011-4
DOI:	10.1007/s10869-005-9011-4
Appears in Collections:	[廣告學系] 期刊論文

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