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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56986

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56986

Title:	Message Framing and Interpersonal Orientation at Cultural and Individual Levels: Involvement as a Moderator
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Keywords:	Culture;Market Research;Marketing Communications;Self-orientation
Date:	2010
Issue Date:	2013-02-25 10:29:48 (UTC+8)
Abstract:	On the basis of self-regulatory goals literature, this study predicts that persons with independent and interdependent self-concepts may respond differently to messages with promotion and prevention frames, though the effect may apply only to highly involved persons. The findings confirm these hypotheses at the cultural level (Experiment 1) and the individual level (Experiment 2), showing that greater product involvement increases the effectiveness of self-concept congruent but not incongruent message framing. In addition to the consequence valence explored in Experiment 1, prior research identifies compliance as another important dimension of message framing. Because people with a prevention-/promotion-oriented selfregulatory focus are sensitive to the presence and absence of negative/positive consequences, the superior effects of congruent message framing for highly involved persons should exist regardless of whether the messages emphasise compliance or noncompliance. Experiment 2 confirms these expectations in a collecrivisric culture.
Relation:	International Journal of Advertising, 29(5), 765-794
Data Type:	article
DOI 連結:	http://dx.doi.org/10.2501/S0265048710201452
DOI:	10.2501/S0265048710201452
Appears in Collections:	[廣告學系] 期刊論文

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