Information Of Luxury Advertisement On Attitudes Of Consumers With Different Competition-contingency Of Self-esteem

摘要：

In two experiments, we show that information type and information framing influence attitudes toward luxury advertisement. Specifically, individuals with low competition-contingency self-esteem are more persuaded by prevention-focused information. In contrast, individuals with high competitioncontingency self-esteem are insensitive to the type of advertisement information. When the information is framed in gain, individuals with high competitioncontingency are more persuaded by promotion-focused information, while individuals with low competitioncontingency are insensitive to the type of advertisement information. When the information is framed in loss, individuals with high competitioncontingency self-esteem are insensitive to the advertisement information type, while individuals with low competition-contingency self-esteem are more persuaded by prevention-focused information.

关键词： competition-contingency of self-esteem prevention-focused promotion-focused gain loss

作者: CHEN Jie WAMG Fanghua HUANG Jiani

作者单位: Antai College of Economics and Management, Shanghai Jiao Tong University,Shanghai, P. R. China, 200052

会议类型: 国际会议

会议名称: 2010 International Conference on Management(2010管理国际大会)

会议地点: 上海

会议语种:英文

页码: 321-330

在线出版日期: 2010-07-24（万方平台首次上网日期，不代表论文的发表时间）