The Moderating Role of Self in the Persuasiveness of Visual Perspective
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.
Citation:
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, Pages: .
Authors
Jing Zhang , San Jose State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Volume
NA - Advances in Consumer Research Volume 41 | 2013
Share Proceeding
Featured papers
See MoreFeatured
Linguistic Antecedents of Anthropomorphism
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France
L. J. Shrum, HEC Paris, France
Featured
Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
Featured
How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University