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심성욱 University of Florida 2002 해외박사
Crucial experiments were used to test five alternative hypotheses for the effect of self-concept on the persuasiveness of individualistic and collectivistic appeal ads with product use condition. The first three alternative hypotheses predict that there would be a difference between self-concept (culturally congruent or culturally deviant), appeal (individualistic or collectivistic) and product (personal or shared) on attitude toward advertising, on attitude toward brand, and on purchase intention. The second two hypotheses predict that when self-concept is culturally congruent, collectivistic appeal ads will create a positive response; and when advertising appeal is individualistic, personal product would create a positive response. Results supported the first hypothesis. There is a significant difference between culturally congruent and culturally deviant on the three dependent variables. Culturally congruent individuals have a more positive attitude than culturally deviant individuals. In addition, there is a significant difference between a personal and a shared product. A shared product creates a more positive response than a personal product. More importantly, the results supported the fourth hypothesis, that there would be a significant interaction between self-concept and advertising appeal. Culturally congruent individuals have a more positive response to the collectivistic appeal than did culturally deviant individuals. However, culturally deviant individuals have slightly more response to the collectivistic appeal than culturally deviant individuals in terms of attitude toward advertising. While culturally deviant individuals have more response to the individualistic appeal than culturally congruent individuals in terms of attitude toward brand. Self-concept, from an independent and an interdependent perspective, is a factor to be considered when advertising to young Korean consumers in terms of international advertising. When advertisers target consumers who appeared to be culturally congruent, the most effective strategy for ads may be a collectivistic appeal.