The effect of geographic indication in advertising background pictures on product evaluation: The moderating role of familiarity

被引：2
|
作者：
Kim, Yeung-Jo [1 ]
Song, Sie-Yeoun [2 ]
Yeo, Junsang [3 ]
机构：
[1] Dankook Univ, Coll Business, 119 Dandae Ro, Cheonan Si 31116, Chungnam, South Korea
[2] Baekseok Univ, Business & Commerce, Cheonan Si, Chungnam, South Korea
[3] Dongguk Univ, Dongguk Business Sch, Seoul, South Korea
来源：
ASIAN JOURNAL OF SOCIAL PSYCHOLOGY | 2016年 / 19卷 / 02期
关键词：
background picture; construal level theory (CLT); geographic indication; high-level construal; low-level construal; PSYCHOLOGICAL DISTANCE; SPATIAL DISTANCE; INFORMATION; EXPECTANCY; RELEVANCY; IMAGERY; LEVEL;
D O I：
10.1111/ajsp.12117
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility-related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability-related information. However, familiarity with geographic indications eliminated this effect.
引用
收藏
页码：163 / 169
页数：7
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