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政大典藏 > College of Science > Department of Psychology > Periodical Articles > Item 140.119/63559

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63559

Title:	The role of consumers’ motivational orientation to promotion versus prevention.
Authors:	郭建志 Ku, Hsuan-Hsuan;Kuo, Chien-Chih;Wu, Ching-Luen;Wu, Chih-Ying
Contributors:	心理系
Date:	2012.10
Issue Date:	2014-01-24 15:50:19 (UTC+8)
Abstract:	This study investigates the effect of consumers` self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that prevention-focused participants are more strongly persuaded when “product-related” appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to “non—product-related” appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss.
Relation:	Journal of Advertising, 41(4),41-50
Data Type:	article
DOI link:	http://dx.doi.org/10.1080/00913367.2012.10672456
DOI:	10.1080/00913367.2012.10672456
Appears in Collections:	[Department of Psychology] Periodical Articles

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