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“Getting Along” and “Getting Ahead” as Motives for Self‐Presentation: Their Impact on Advertising Effectiveness
Author(s) -
Celuch Kevin,
Slama Mark
Publication year - 1995
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1995.tb01813.x
Subject(s) - presentation (obstetrics) , psychology , consistency (knowledge bases) , appeal , social psychology , advertising , computer science , artificial intelligence , medicine , political science , law , business , radiology
This research takes a multidimensional approach to the study of self‐presentation by employing scales which measure protective and acquisitive motives for self‐presentation termed getting‐along and getting‐ahead respectively (Lennox & Wolfe, 1984). The getting‐along and getting‐ahead motives for self‐presentation are found to be positively related to the effectiveness of different types of image ads, supporting the hypothesis that consistency between the appeal type and the underlying motivation for self‐presentation is positively associated with ad effectiveness.