自我构念对想象广告策略的影响与分析

被引：16

作者：

姚卿

陈荣

赵平

机构：

[1] 清华大学经济管理学院

来源：

心理学报 | 2011年 / 43卷 / 06期

关键词：

想象; 叙事运输; 独立自我构念; 依存自我构念;

D O I：

暂无

中图分类号：

F713.8 [广告];

学科分类号：

050302 ; 1403 ;

摘要：

以叙事运输理论和社会心理自我概念模型为理论背景,通过两个实验对自我构念对想象广告策略的影响进行了探讨。实验结果验证了想象广告会显著提高独立自我构念者的购买意愿,但对依存自我构念者影响不显著;自我构念对想象效应的调节作用不因广告场景提示的变化而变化;无论是强说服或弱说服的想象广告都能提高独立自我构念者的购买意愿,而对于依存自我构念者,只有强说服想象广告会收到好的效果。

引用

页码：674 / 683

页数：10

共 24 条

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