The Real Me Or the Ideal Me: a Match Between Self-Concept and Ad Message Framing

Results from an experimental study suggest that consumers primed with the actual-self evaluated the concrete ad message more favorably than did the abstract ad message. In contrast, those primed with the ideal-self responded more favorably to the abstract ad than to the concrete ad.


DONG HOO KIM, Jinnie Jinyoung Yoo, and Wei-Na Lee (2015) ,"The Real Me Or the Ideal Me: a Match Between Self-Concept and Ad Message Framing", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 45-50.


DONG HOO KIM, University of North Carolina, USA
Jinnie Jinyoung Yoo, Gachon University, Korea
Wei-Na Lee, University of Texas at Austin, USA


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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