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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/56971


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56971


    Title: Effectiveness of Consensus Information in Advertising: The Moderating Roles of Situational Factors and Individual Differences
    Authors: Chang, Chingching
    張卿卿
    Contributors: 政大廣告系
    Keywords: Advertising;Consensus;Informational social influence;Need for closure;Susceptibility to interpersonal influence
    Date: 2012-03
    Issue Date: 2013-02-21 15:03:19 (UTC+8)
    Abstract: 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.
    Relation: Journal of Business and Psychology, 27, 483-494
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1007/s10869-012-9258-5
    DOI: 10.1007/s10869-012-9258-5
    Appears in Collections:[廣告學系] 期刊論文

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