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

页码：163 / 169

页数：7

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