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Cultural Definitions of the self, Persuasion, and Consumer Decision Making: A Cross-Cultural Study

Abstract:

Fifty-four Singaporean respondents received either positive or negative feedback and then evaluated advertisements that promoted self-enhancing beliefs. The results revealed that the type of feedback had no effect on evaluations of the advertisements. The role of motivation to self-enhance, and cultural definitions of the self in consumer responses to advertisements, will be discussed.

Año de publicación:

1999

Keywords:

    Fuente:

    googlegoogle

    Tipo de documento:

    Other

    Estado:

    Acceso abierto

    Áreas de conocimiento:

    • Estudios culturales
    • Comportamiento del consumidor

    Áreas temáticas:

    • Cultura e instituciones
    • Procesos sociales
    • Dirección general

    Contribuidores:

    JD WilliamsJD Williams