INCREASING POWER AND PREVENTING PAIN The Moderating Role of Self-Construal in Advertising Message Framing
DC Field | Value | Language |
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dc.contributor.author | CHOI, Sejung Marina | - |
dc.contributor.author | Yongjun Sung | - |
dc.date.accessioned | 2021-09-03T10:06:03Z | - |
dc.date.available | 2021-09-03T10:06:03Z | - |
dc.date.created | 2021-06-21 | - |
dc.date.issued | 2011-01 | - |
dc.identifier.issn | 00913367 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/84670 | - |
dc.description.abstract | This research investigates how an individual`s self-construal and self-regulatory focus interplay in determining advertising message persuasiveness. In Experiment 1, we examine the moderating role of an individual`s chronically accessible self-construal with respect to regulatory focus. The results show that individuals with a dominant independent self-construal exhibit more positive attitudes toward a promotion-focused advertising message and the advocated brand, whereas individuals with a prevailing interdependent self-construal show more favorable attitudes toward a prevention-focused advertising message and the associated brand. While replicating Experiment 1, Experiment 2 lends further support for the observed relationship by temporarily priming self-construal through a series of contextual advertising images involving individual and team sports events. The findings reveal that individuals who are primed first by viewing individual sports events later evaluate the promotion-focused advertising message and the brand more positively; in contrast, those exposed to team sports events display more favorable evaluations of the prevention-focused advertising and attitude toward the brand. This suggests that situationally primed self-construal, in conjunction with regulatory focus, | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | M E SHARPE INC | - |
dc.title | INCREASING POWER AND PREVENTING PAIN The Moderating Role of Self-Construal in Advertising Message Framing | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | CHOI, Sejung Marina | - |
dc.contributor.affiliatedAuthor | Yongjun Sung | - |
dc.identifier.bibliographicCitation | JOURNAL OF ADVERTISING, v.40, pp.71 - 85 | - |
dc.relation.isPartOf | JOURNAL OF ADVERTISING | - |
dc.citation.title | JOURNAL OF ADVERTISING | - |
dc.citation.volume | 40 | - |
dc.citation.startPage | 71 | - |
dc.citation.endPage | 85 | - |
dc.type.rims | ART | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
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