| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 99 === Broadly looking into the past literature which examined the relationship between self-construal and advertising effect remains scarce - greater part of the past studies addressed self-construals was conducted in educational psychology. The purposes of the study are (1) to investigate self-construals applied in marketing, (2) to classify lipstick products into their attributes with an investigation into which product attributes brings the better effect to advertising according to the lipstick production attributes classification, and (3) to understand which advertising appeal will lead to better advertising effect and its impact on consumers’ behavioral intentions.
The study consisted of 183 female workers as the study participants. The study employed a 2 (advertising appeal: rational and emotional) x 2 (product attributes: hedonic and utilitarian) research method design, and under four conditions the impact of self-construals (independent and interdependent) on advertising effect was examined.
The results imply: (1)in advertising appeal emotional appeal as compared to rational appeal makes consumers have better attitudes toward advertisements, brands, and products, (2) if the product advertising is oriented to and presented with a way of o hedonic function, customers form better attitudes toward hedonic products’ advertisements, brands, and products, (3) compared to independent individuals, interdependent individuals form better attitudes toward advertisements, brands, and products, (4) advertising oriented to brand attitude will positively influence products’ reputation , and (5) advertising oriented to product attitude will positively influence products’ reputation.
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