Comparisons and advertising: the route from comparisons to effective advertising

被引：0
|
作者：
Chien-Huang Lin
Chia-Ching Tsai
机构：
[1] National Central University and I-Shou University,Department of Business Administration
[2] I-Shou University,Department of Business Administration
来源：
Journal of Business and Psychology | 2006年 / 21卷
关键词：
social comparison; temporal-self comparisons; comparative patterns; comparative model; the effectiveness of advertising;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness.
引用
收藏
页码：23 / 44
页数：21
相关论文
共 50 条
12345