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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53707


    Title: 跨文化消費說服---從自我概念到「自我規範重心」與「好惡衝突容忍度」的影響(I)
    Other Titles: Consumer Persuasion across Cultures---From Self-Concepts to Self-Regulatory Focus and Ambivalence Tolerance
    Authors: 張卿卿
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 跨文化消費
    Date: 2008
    Issue Date: 2012-10-18 09:20:15 (UTC+8)
    Abstract: 本計畫以自我概念延伸出來的「自我規範重心」（self-regulatory focus）系統與「好惡衝突容忍度」高低（ambivalence tolerance）為基礎進行跨文化研究。第一個研究主題從跨文化中自我概念差異延伸至「自我規範重心」（self-regulatory focus）差異，並探討「自我規範重心」對廣告說服資訊處理的影響。第二個研究主題從跨文化中自我概念差異延伸至「好惡衝突容忍度」（ambivalence tolerance）差異，同時探討「好惡衝突容忍度」會如何影響到不同文化中的閱聽眾處理廣告說服資訊；以此二大主題出發，將進行七個跨國系列研究。第一年已經完成台灣部份的六個實驗，並已接洽申請美國與荷蘭學校的實驗配合。
    Under the assumption that culture shapes self-concepts and self-regulatory focus, part one of this proposal predicts that individuals in different cultures should have different self-regulatory foci, which should influence their responses to advertising messages. Five advertising tactics will be examined, and a proposed psychological mechanism will be explained in later sections of this proposal. The second part of the proposal argues that independent/interdependent self-concepts influence ambivalence tolerance and need for consistency, which further affect motivation to resolve dissonance. As a result, individuals with different motivations to resolve dissonance should respond to ad messages that feature ambivalent spokespersons or political candidates in divergent ways.
    Relation: 基礎研究
    學術補助
    研究期間:9708~ 9807
    研究經費:1277仟元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

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