GETTING ALONG AND GETTING AHEAD AS MOTIVES FOR SELF-PRESENTATION - THEIR IMPACT ON ADVERTISING EFFECTIVENESS

被引：12

作者：

CELUCH, K

SLAMA, M

机构：

[1] Department of Marketing, Illinois State University

来源：

JOURNAL OF APPLIED SOCIAL PSYCHOLOGY | 1995年 / 25卷 / 19期

关键词：

D O I：

10.1111/j.1559-1816.1995.tb01813.x

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

This research takes a multidimensional approach to the study of self-presentation by employing scales which measure protective and acquisitive motives for self-presentation termed getting-along and getting-ahead respectively (Lennox & Wolfe, 1984). The getting-along and getting-ahead motives for self-presentation are found to be positively related to the effectiveness of different types of image ads, supporting the hypothesis that consistency between the appeal type and the underlying motivation for self-presentation is positively associated with ad effectiveness.

引用

页码：1700 / 1713

页数：14

共 26 条

[1]

Arkin R.M., 1981, IMPRESSION MANAGEMEN, P311

[2]

BEARDEN WO, 1989, ADV CONSUM RES, V16, P703

[3]

BRIGGS SR, 1988, J PERS SOC PSYCHOL, V54, P663

[4] THE EFFECT OF AD CLAIMS AND AD CONTEXT ON ATTITUDE TOWARD THE ADVERTISEMENT [J].