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Making unique choices or being like others: How priming self-concepts influences advertising effectiveness.
- Source :
- Psychology & Marketing; Apr2010, Vol. 27 Issue 4, p399-415, 17p, 1 Chart
- Publication Year :
- 2010
-
Abstract
- 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. © 2010 Wiley Periodicals, Inc. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 07426046
- Volume :
- 27
- Issue :
- 4
- Database :
- Complementary Index
- Journal :
- Psychology & Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 48676308
- Full Text :
- https://doi.org/10.1002/mar.20336