Making unique choices or being like others: How priming self-concepts influences advertising effectiveness
✍ Scribed by Chingching Chang
- Book ID
- 102494212
- Publisher
- John Wiley and Sons
- Year
- 2010
- Tongue
- English
- Weight
- 98 KB
- Volume
- 27
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Two experiments tested the hypothesis that priming independent and interdependent self-concepts affects responses to advertisements. In Experiment 1, for a privately consumed product, the influence of product assortment size on ad effectiveness was moderated by the accessibility of these self-concepts. Experiment 2 replicated this finding for a publicly consumed product and also examined an additional ad feature, consensus information. Ad effectiveness was enhanced by larger product assortment only when the independent self-concept was primed and by the presence of consensus information only when the interdependent self-concept was primed.