题名

Persuasiveness of Online Advertisement with Fear Appeals: the Influence of Self-Regulatory Focus and Involvement

作者

Chih-Chien Wang;Hsien-Tung Tsai;Ming-Chian Lee

关键词

Self-Regulatory Focus ; Fear Appeals ; Online Advertisement

期刊名称

International Journal of Electronic Commerce Studies

卷期/出版年月

3卷1期(2012 / 06 / 01)

页次

187 - 190

内容语文

英文

英文摘要

This study investigates the influence of self-regulatory focus on the persuasiveness of online advertisement having fear appeals. The empirical survey results of 170 voluntary participants revealed that content with fear appeals could be used to persuade audiences with self-regulatory prevention focus.

主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
参考文献
  1. Adams, L. ,Faseur, T. ,Geuens, M.(2011).The influence of the self-regulatory focus on the effectiveness of stop-smoking campaigns for young smokers.Journal of Consumer Affairs,45(2),275-305.
  2. Carver, C. S. ,White, T. L.(1994).Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment: The BIS/BAS scales.Journal of Personality and Social Psychology,67,319-333.
  3. Cho, Chang-Hoan(1999).How advertising works on the www: modified elaboration likelihood model.Journal of Current Issues & Research in Advertising,21(1),33-50.
  4. Duncan, Calvin P. ,James, E. Nelson(1985).Effects of humor in a radio advertising experiment.Journal of Advertising,14(2),33-64.
  5. Higgins, E. Tory(1997).Beyond pleasure and pain.American Psychologist,52,1280-1300.
被引用次数
  1. 劉宏毅、黃靖惠(2018)。以「科技」為名:藥妝產品廣告的說明、用詞與說服策略之分析。新聞學研究,136,1-50。