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This study explored the role of self-construal in moderating the effect of same- and varied-ad repetition on consumer response to advertising and brand on the basis of self-construal and encoding variability theory. In the study, subjects primed with independent or interdependent self-construal were exposed to either the same or varied ads. Findings indicate that, for foreground information in ad, independent self-construal subjects elicited more than interdependent self-construal subjects in same-ad repetition whereas there was no difference between independent and interdependent self-construal subjects in varied-ad repetition. However, for background information, interdependent self-construal subjects performed better than independent self-construal subjects in both same- and varied-ad repetition. In the case of brand recall, in varied-ad repetition, interdependent self-construal subjects recalled better than independent self-construal subjects did, whereas there was no difference between interdependent and independent self-construal subjects in same-ad repetition. It was also found interdependent self-construal subjects evaluated the target brand more positively than independent self-construal subjects did in varied-ad repetition. However, there was no difference in brand attitude between independent and interdependent subjects in same-ad repetition. 相似文献
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This paper focuses on the connection between self-construal and social media about Chinese college students and explores how and what the connections are between independent self-construal or interdependent self-construal and social media.The research begins at the differences of self-construal,and the connections between different self-construal.Based on the data analysis and interviews,five themes are developed. 相似文献
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消费者对品牌延伸与母品牌之间契合度的知觉既可能依据品牌层面信息,也可能依据品类层面信息。实验结果表明:独立我对高品牌、低品类契合度的品牌延伸评价更好,依存我对低品牌、高品类契合度的品牌延伸评价更好。研究还发现品牌的文化独特性对不同自我建构被试的品牌延伸评价的影响超越了不同类型的延伸契合度的影响,而品牌、品类层面信息对不同自我建构被试契合度知觉的诊断性差异是导致这些现象的主要原因。 相似文献
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本研究随机选取东肯塔基大学、爱荷华大学、杭州师范大学、新疆大学等多所高校的1071名大学生,比较中美大学生关系型自我构念与亲密关系质量的差异,探究大学生关系型自我构念与亲密关系质量间的关系,研究表明:第一,中美两国大学生的关系型自我构念存在差异,虽都偏向独立,中国大学生比美国大学生更倾向于以非亲密关系来构念自我,美国大学生的关系型自我构念存在性别差异;第二,美国大学生的亲密关系质量高于中国大学生,女性大学生的亲密关系质量均高于男性;第三,大学生关系型自我构念与亲密关系质量正向相关,前者对后者有正向影响。 相似文献
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Many studies have investigated how people perceive others' self-presentation styles (such as enhancement and effacement) in forming first impressions and how culture influences the process. Most of those studies have, however, investigated self-presentation styles in the context of informal and intimate interpersonal relations. Few studies have examined the perceptions of self-presentation styles in formal communication contexts such as instruction in classrooms. This study examines how college students from different cultures perceive professors' self-presentation styles in terms of competence and likability with the samples from the Mainland USA, Hawaii, and South Korea. The results from the latent mean analyses showed that professors with self-enhancement were perceived as more competent but less favorable in the Mainland USA and Hawaii, but not in South Korea – self-promoter's paradox was not found, while trade-offs between competence perception and likability seemed to exist. Structural equation models showed that, in explaining the variances of self-presentation perceptions, self-construals were significant variables in the Mainland USA and Hawaii, but not in South Korea. Academic motivations, on the contrary, appeared as significant variables in South Korea only. The implications of the findings are discussed in terms of cultural differences through self-construals in perceiving others' self-presentation styles. 相似文献
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This study examines the effects of gay-themed ads on young Korean consumers. In its evaluation of such ads, the study investigates how attitude toward ads, attitude toward brands, and purchase intention are influenced by gender (male vs. female), tolerance of homosexuality (low vs. high tolerance), and self-construal (independent vs. interdependent self-construal). Findings suggest that a gay-themed ad does not impact how young Korean heterosexual consumers evaluate the ad, the brand, or their purchase intention. Regarding brand evaluation and purchase intention, no statistically significant differences were found between males and females. Concerning a person's tolerance, those with high tolerance tend to evaluate the ads and brands more favorably and have higher purchase intentions than do those with low tolerance. Concerning a person's self-construal – independent versus interdependent – the study found no main effects but did discover interaction effects between gender and self-construal and between tolerance and self-construal. Theoretical and practical implications of this study are discussed. 相似文献
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Wenshu Luo David J. Hogan Alexander Seeshing Yeung Yee Zher Sheng Khin Maung Aye 《教育心理学》2014,34(2):154-170
This study investigates attributional beliefs of Singapore secondary students in their English study and how they can be predicted by self-construal, competence and achievement goals. A total of 1,496 students were administered surveys on seven attributions, independent and interdependent self-construals, previous achievement, self-efficacy, mastery approach and avoidance goals and performance approach and avoidance goals. We found that Singapore students attributed academic success mainly to internal regulation (effort, interest and study skills), followed by teachers’ help, ability, parents’ help and tuition classes. Hierarchical regression analyses showed that three predictors (self-construal, competence and achievement goals) explained 4.2–12.3% of the variances in students’ attributional beliefs. In particular, students with interdependent self-construal, high competence or mastery goals tended to attribute academic success to internal regulation (effort, interest and study skills) and support from teachers and parents. Students with low competence, high mastery avoidance goals or high performance goals were more likely to value tuition classes, and those with high performance avoidance goals also tended to ascribe academic success to ability and parent’s help. The findings are discussed in relation to the culture of Singapore. 相似文献
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