The Moderating Role of Cultural Orientation in Explaining Temporal Orientation of Self-Referencing
- Authors
- Lee, Seungae; Heo, Jun
- Issue Date
- Aug-2016
- Publisher
- ROUTLEDGE JOURNALS
- Keywords
- Temporal orientation of self-referencing; long-term orientation; cultural differences; message framing
- Citation
- ASIAN JOURNAL OF COMMUNICATION, v.26, no.4, pp.1 - 17
- Indexed
- SSCI
SCOPUS
- Journal Title
- ASIAN JOURNAL OF COMMUNICATION
- Volume
- 26
- Number
- 4
- Start Page
- 1
- End Page
- 17
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/154110
- DOI
- 10.1080/01292986.2016.1148185
- ISSN
- 01292986
- 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.
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