INCREASING POWER AND PREVENTING PAIN The Moderating Role of Self-Construal in Advertising Message Framing
- Authors
- CHOI, Sejung Marina; Yongjun Sung
- Issue Date
- 1월-2011
- Publisher
- M E SHARPE INC
- Citation
- JOURNAL OF ADVERTISING, v.40, pp.71 - 85
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF ADVERTISING
- Volume
- 40
- Start Page
- 71
- End Page
- 85
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/84670
- ISSN
- 00913367
- 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,
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Collections - School of Media & Communication > School of Media & Communication > 1. Journal Articles
- School of Psychology > School of Psychology > 1. Journal Articles
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