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    政大機構典藏 > 理學院 > 心理學系 > 期刊論文 >  Item 140.119/63559
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/63559


    Title: The role of consumers’ motivational orientation to promotion versus prevention.
    Authors: 郭建志
    Ku, Hsuan-Hsuan;Kuo, Chien-Chih;Wu, Ching-Luen;Wu, Chih-Ying
    Contributors: 心理系
    Date: 2012.10
    Issue Date: 2014-01-24 15:50:19 (UTC+8)
    Abstract: This study investigates the effect of consumers' self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that prevention-focused participants are more strongly persuaded when “product-related” appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to “non—product-related” appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss.
    Relation: Journal of Advertising, 41(4),41-50
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/00913367.2012.10672456
    DOI: 10.1080/00913367.2012.10672456
    Appears in Collections:[心理學系] 期刊論文

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