The Moderating Role of Self in the Persuasiveness of Visual Perspective

Jing Zhang , San Jose State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Two experiments showed that when actor (observer) perspective is used in ad, participants with an ideal (ought) self indicates more favorable attitudes toward the ad and the advertised product, and higher purchase intentions than do participants with an ought (ideal) self. Thought analysis revealed the mechanism underlying the effects.
[ to cite ]:
Jing Zhang and Xiaojing Yang (2013) ,"The Moderating Role of Self in the Persuasiveness of Visual Perspective", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.