KOREASCHOLAR

CONSUMER REACTION TO LUXURY ADVERTISING INFORMATION FRAMING WITH DIFFERENT FACE CONCERN: BASED ON REGULATORY FOCUS THEORY

Bi Nan, Wang Ying, Cheng-Yue Yin
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298802
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.847-851
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines consumer reaction to different luxury advertising information (promotion-focus vs. prevention-focus). Studies examine the relationship between consumers’ face concern and individual regulatory focus, and explore the relationship between face concern and luxury advertising type with a 2 (face concerns) × 2 (advertising information) experiment design.

Keyword
face concerninformation framing effectsregulatory focusregulatory fitexperiment design
Author
  • Bi Nan(Northeast Normal University, China)
  • Wang Ying(Northeast Normal University, China)
  • Cheng-Yue Yin(Northeast Normal University, China)