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Making unique choices or being like others: How priming self‐concepts influences advertising effectiveness
Author(s) -
Chang Chingching
Publication year - 2010
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20336
Subject(s) - interdependence , priming (agriculture) , psychology , product (mathematics) , social psychology , advertising , business , mathematics , sociology , social science , geometry , botany , germination , biology
Two experiments tested the hypothesis that priming independent and interdependent self‐concepts affects responses to advertisements. In Experiment 1, for a privately consumed product, the influence of product assortment size on ad effectiveness was moderated by the accessibility of these self‐concepts. Experiment 2 replicated this finding for a publicly consumed product and also examined an additional ad feature, consensus information. Ad effectiveness was enhanced by larger product assortment only when the independent self‐concept was primed and by the presence of consensus information only when the interdependent self‐concept was primed. © 2010 Wiley Periodicals, Inc.