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

Bi Nan; Wang Ying; Cheng-Yue Yin

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

Bi Nan, Wang Ying, Cheng-Yue Yin

언어ENG
URLhttps://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)

초록

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.

키워드

face concern information framing effects regulatory focus regulatory fit experiment design

저자

Bi Nan(Northeast Normal University, China)
Wang Ying(Northeast Normal University, China)
Cheng-Yue Yin(Northeast Normal University, China)

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