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    政大機構典藏 > 理學院 > 心理學系 > 期刊論文 >  Item 140.119/63783
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/63783

    Title: Communicating green marketing appeals effectively: The role of consumers’ motivational orientation to promotion versus prevention
    Authors: 郭建志
    Kuo, Chien-Chih
    Ku, Hsuan-Hsuan
    Wu, Ching-Luen
    Wu, Chih-Ying
    Contributors: 心理系
    Date: 2012.10
    Issue Date: 2014-02-11 14:01:54 (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. [ABSTRACT FROM AUTHOR]
    Relation: Journal of Advertising, 41(4), 41-50
    Data Type: article
    DOI 連結: http://dx.doi.org/10.2753/JOA0091-3367410403
    DOI: 10.2753/JOA0091-3367410403
    Appears in Collections:[心理學系] 期刊論文

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