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The Sidedness Effects of Advertising Message: Moderating Effect of Self-Construal and Product Type

광고 메시지의 측면성 효과: -자아해석과 제품유형의 조절효과-

  • Received : 2011.11.28
  • Accepted : 2011.12.20
  • Published : 2011.12.28

Abstract

The purpose of this study is to examine sidedness effects of a Ad message and moderating roles of consumers' psychological characteristics such as self-construal. This study also examine moderating roles of product type in these direct effects. To test these research hypotheses, this study conducted experimental designs. Two hundred thirty-eight undergraduate students were assigned to one of the four experimental groups. Message type and product type were manipulated as between-subject factors. The data demonstrate that message types have a significant effect on both attitude toward Ad and acceptance intention. In addition, consumers' self-construal plays a significant moderating role between the message types and the dependent variables. Furthermore, product types also shows a moderating effect on the accpetance intention, yet not on the attitude toward Ad. The results of this study suggest various implications by indicating Ad message as an important factor which can enhance customers' positive responses but has been passed over by the previous research. We also indicated the limitations of this study, and suggested the future research directions.

Keywords

Message Type;Sededness Effect;Self-construal;Product Type;Ad Attitude;Acceptance Intention

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