廣告與自我一致性效果__臺灣人文及社會科學引文索引資料庫

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題名：	廣告與自我一致性效果
書刊名：	管理評論
作者：	張卿卿
作者(外文)：	Chang, Chingching
出版日期：	2004
卷期：	23:3
頁次：	頁93-114
主題關鍵詞：	廣告效果；廣告與自我一致性；團體價值；個人價值；自我監控人格；Advertising effects；Ad-self-congruency；Collectivism individualism；Self-monitoring
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:0 點閱:78

廣告與消費者之間的自我一致性是消費者行為中的重要課題。本文延伸過去廣告與自我一致性效果(ad-self-congruency)的研究，實驗一比較「文化」認同價值與廣告所描繪的產品使用者價值間的一致程度之於「自我」認同價值與廣告所描繪的產品使用者價值間的一致程度對於廣告說服效果的相對影響。實驗一針對團體／個人價值(collectivism/individualism)作探討，研究結果顯示自我認同價值與廣告描繪價值間的一致程度顯著影響廣告說服效果，然而文化認同價值與廣告描繪價值間的一致程度對於廣告說服效果的影響則不顯著，此結果符合假設所預期。在瞭解自我認同價值與廣告描繪價值間的一致程度對於廣告說服效果會產生影響後，有需要深入探討究竟是哪一個面向的自我認同一致性會有較高的影響。實驗二因此比較自我「真實」形象與廣告形象間的一致程度之於自我「理想」形象與廣告形象間的一致程度對於廣告說服效果的相對影響。此實驗鎖定自我監控人格(self-monitoring)為探討的核心人格形象，發現了自我理想人格形象與廣告描繪人格形象間的一致程度顯著影響廣告說服效果，然而自我真實人格形象與廣告描繪人格形象一致程度對於廣告說服效果的影響則不顯著，此結果也符合假設預期。

以文找文

This study compared the relative effectiveness of ad-self-congruency and ad-culture congruency as well as the relative effectiveness of congruency between real self and ad image and ideal self and ad image on consumers' responses to the ad. Results of experiment one indicated that ad-self-congruency had significant impacts on participants' attitudes toward the ad and the brand, whereas ad-culture-congruency did not. Findings of experiment two demonstrated that the congruency between ideal self and ad image had a significant impact on ad and brand attitudes, whereas the congruency between real self and ad image did not.

以文找文

期刊論文
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5.	Triandis, H. C.、Mccustor, C.、Hui, C. H.(1990)。Multimethod Probes of Individualism and Collectivism。Journal of Personality and Social Psychology，59(5)，1006-1020。
6.	Mehta, A.(1999)。Using Self-concept to Assess Advertising Effectiveness。Journal of Advertising Research，39(1)，81-89。
7.	Edell, J. A.、Burke, M. C.(1987)。The power of feelings in understanding advertising effects。Journal of Consumer Research，14(3)，421-433。
8.	Gregory, G. D.、Munch, J. M.(1997)。Cultural values in international advertising: An examination of familial norms and roles in Mexico。Psychology and Marketing，14(2)，99-119。
9.	Snyder, Mark(1974)。Self-monitoring of Expressive Behavior。Journal of Personality and Social Psychology，30(4)，526-537。
10.	Johar, J. S.、Sirgy, M. Joseph(1991)。Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal。Journal of Advertising，20(3)，23-33。
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15.	Markus, H.、Wurf, E.(1987)。The Dynamic Self-Concept: A Social Psychological Perspective。Annual Review of Psychology，38(1)，299-337。
16.	Zhang, Yong、Gelb, Betsy D.(1996)。Matching advertising appeals to culture: The influence of products' use conditions。Journal of Advertising，25(3)，29-46。
17.	Markus, Hazel R.、Nurius, Paula(1986)。Possible Selves。American Psychologist，41(9)，954-969。
18.	Madden, Thomas J.、Allen, Chris T.、Twible, Jacquelyn L.(1988)。Attitude toward the ad: An assessment of diverse measurement indices under different processing “sets”。Journal of Marketing Research，25(3)，242-252。
19.	Grubb, Edward L.、Grathwohl, Harrison L.(1967)。Consumer Self-Concept, Symbolism, and Market Behavior: A Theoretical Approach。Journal of Marketing，31(4)，22-27。
20.	Sirgy, Mack Joseph(1982)。Self-concept in consumer behavior: A critical review。Journal of Consumer Research，9(3)，287-300。
21.	Sirgy, M. Joseph(1985)。Using Self-Congruity and Ideal-Congruity to Predict Purchase Motivation。Journal of Business Research，13(3)，195-206。
22.	Belk, Russell W.(1988)。Possessions and the Extended Self。Journal of Consumer Research，15(2)，139-168。
23.	DeBono, K. G.、Snyder, M.(1985)。Appeals to Images and Claims about Quality: Understanding the Psychology of Advertising。Journal of Personality and Social Psychology，49(3)，586-597。
24.	Chang, C.(2000)。The Effects of Personality on Product Evaluations。Advances in Consumer Research，28，26-33。
25.	Dolitch, I. M.(1969)。Congruence Relation between Self Images and Product Brands。Journal of Marketing Research，6，80-84。
26.	Graeff, T. R.(1997)。Consumption Situations and the Effects of Brand Image on Consumer's Brand Evaluations。Psychology & Marketing，14(1)，49-70。
27.	Grubb, E. L.、Stern, B. L.(1971)。Self-concept and Significant others。Journal of Marketing Research，8，382-385。
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29.	Sirgy, M. J.(1980)。Self-concept in Relation to Product Preference and Purchase Intention。Developments in Marketing Science，3。
30.	Snyder, M.(1979)。Self-monitoring Processes。Advances in Experimental Social Psychology，13。
31.	Triandis, H. C.、Leung, K.、Villareal, M.、Clark, F. L.(1985)。Allocentric vs. Idiocentric Tendencies: Convergent and DiscriminantValidation。Journal of Research in Personality，19，395-415。
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會議論文
1.	Beltramini, R. F.(1982)。Advertising perceived believability scale。KS：Wichita State University。1-3。
2.	Chang, C.(2000)。The Role of Self in Processing Advertising Messages - An Exploration of Gender Schema。Phoenix City。
3.	Chang, C.(2001)。Culture versus Self: Impacts of Individualism/ Collectivism on Processing Advertising Messages。Kisarazu, Japan。
4.	Dutta, M. J.(1999)。The Effect of Idiocentrism and Involvement on Attitude, Cognition and Behavioral Intention with Respect to AIDS Appeal Types。New Orleans, LA。

圖書
1.	Belch, G. E.(1978)。Belief systems and the differential role of the self-concept。Advance in Consumer Research。MI：Association for Consumer Research。
2.	Triandis, Harry C.(1994)。Culture and Social Behavior。McGraw-Hill。
3.	Kim, U.、Triandis, H. C.、Kagitcibasi, C.、Choi, S. C.、Yoon, G.(1994)。Individualism and Collectivism: Theory, Method, and Applications。Newbury Park, CA：Thousand Oaks, CA：Beverly Hills, CA：Sage。
4.	Fiske, S.、Taylor, S.(1991)。Social Cognition。New York：McGraw-Hill。
5.	Brock, T. C.、Brannon, L. A.、Bridgwater, C.(1990)。Message Effectiveness can be Increased by Matching Appeals to Recipients' Self-schemas: Laboratory demonstrations and a national field Experiment。Emotion in Advertising: Theoretical and Practical Exploration。New York, NY。
6.	Mnuson, J. M.(1974)。Typological Investigation of Self-concept Congruity and Brand Preferences: Toward a Predictive Model。Typological Investigation of Self-concept Congruity and Brand Preferences: Toward a Predictive Model。Ann Arbor, MI。
7.	Sentis, K.、Markus, H.(1986)。Brand Personality and Self。Advertising and Consumer Psychology。New York, NY。
8.	Taylor, C. R.、Miracle, G. E.、Chang, K. Y.(1994)。The Difficulty of Standardizing International Advertising: Some Propositions and Evidence from Japanese, Korean, and U. S. Television Advertising。Global and Multinational Advertising。Hillsdale, NJ。

圖書論文
1.	Yamaguchi, S.(1994)。Collectivism Among the Japanese: A Perspective From the Self。Individualism and Collectivism: Theory, Method, and Applications。Sage。
2.	Kagitcibasi, C.(1994)。A Critical Appraisal of Individualism and Collectivism: Toward a New Formulation。Individualism and Collectivism: Theory, Method, and Applications。Sage。
3.	Shavitt, S.、Brock, T. C.(1986)。Self-relevant Responses in Commercial Persuasion: Field and Experimental Tests。Advertising and Consumer Psychology。New York, NY：Praeger。

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