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    题名: Self-construal and regulatory focus influences on persuasion: The moderating role of perceived risk
    作者: 林穎青
    Lin, Ying-Ching;Chang, Chiu-chi Angela;Lin, Yu-Fang
    贡献者: 傳播學院
    关键词: Perceived risk;Self-construal;Self-regulatory focus;Persuasion
    日期: 2012
    上传时间: 2016-01-11 14:36:39 (UTC+8)
    摘要: Previous research reports a promotion-focused message persuades individuals having an independent self-view more than a prevention-focused message while the reverse occurs for individuals with an interdependent self-view. Extending these findings, this research proposes that perceived risk moderates the effect of self-construal and regulatory focus on persuasion. That is, when perceived risk is high, a prevention-focused message is likely to be more persuasive, no matter the type of self-construal. However, when perceived risk is low, the persuasiveness of a promotion- versus prevention-focused message depends on the consumer`s self-construal (independent or interdependent). Support for these predictions occurs in three empirical studies where perceived risk was manipulated based on temporal frames. Finally, this report discusses theoretical contributions behind and the practical implications of this research.
    關聯: Journal of Business Research,65(8),1152-1159
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1016/j.jbusres.2011.08.001
    DOI: 10.1016/j.jbusres.2011.08.001
    显示于类别:[廣告學系] 期刊論文

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