The Moderating Role of Cultural Orientation in Explaining Temporal Orientation of Self-Referencing
DC Field | Value | Language |
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dc.contributor.author | Lee, Seungae | - |
dc.contributor.author | Heo, Jun | - |
dc.date.accessioned | 2022-07-15T09:46:44Z | - |
dc.date.available | 2022-07-15T09:46:44Z | - |
dc.date.created | 2021-05-14 | - |
dc.date.issued | 2016-08 | - |
dc.identifier.issn | 01292986 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/154110 | - |
dc.description.abstract | A psychological process called self-referencing justifies the use of you' statements in advertisements; the more an individual relates an ad to him/herself, the greater the likelihood of recall and favorable evaluation. Self-referencing can be differentiated based on the temporal dimension of the self being activated while processing advertisements: when people remember themselves in the past they engage in retrospective self-referencing whereas they engage in anticipatory self-referencing when imagining themselves in the future. The current study examined the moderating role of consumers' cultural background (i.e. long-term vs. short-term orientation) on the effects of temporal orientation of self-referencing. A corollary of this premise is that the match between cultural time orientation and the type of self-referencing activated by an ad will increase the extent of viewers' self-referencing as well as advertising effectiveness. Further, this study confirmed a mediating role of self-referencing in explaining the match effects. The findings inform the extant literature on self-referencing and also provide managerial implications for international advertising practitioners. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | ROUTLEDGE JOURNALS | - |
dc.title | The Moderating Role of Cultural Orientation in Explaining Temporal Orientation of Self-Referencing | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Lee, Seungae | - |
dc.identifier.doi | 10.1080/01292986.2016.1148185 | - |
dc.identifier.scopusid | 2-s2.0-84962815315 | - |
dc.identifier.wosid | 000377146000003 | - |
dc.identifier.bibliographicCitation | ASIAN JOURNAL OF COMMUNICATION, v.26, no.4, pp.1 - 17 | - |
dc.relation.isPartOf | ASIAN JOURNAL OF COMMUNICATION | - |
dc.citation.title | ASIAN JOURNAL OF COMMUNICATION | - |
dc.citation.volume | 26 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 1 | - |
dc.citation.endPage | 17 | - |
dc.type.rims | ART | - |
dc.type.docType | 정기학술지(Article(Perspective Article포함)) | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | Temporal orientation of self-referencing | - |
dc.subject.keywordAuthor | long-term orientation | - |
dc.subject.keywordAuthor | cultural differences | - |
dc.subject.keywordAuthor | message framing | - |
dc.identifier.url | https://www.tandfonline.com/doi/full/10.1080/01292986.2016.1148185 | - |
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