Effects of consumers' self -esteem and self -related mental imagery on the persuasiveness of marketing communications.
dc.contributor.author | Aydinoglu, Nilufer Z. | |
dc.contributor.advisor | Krishna, Aradhna J. | |
dc.contributor.advisor | Gurhan-Canli, Zeynep | |
dc.date.accessioned | 2016-08-30T16:17:21Z | |
dc.date.available | 2016-08-30T16:17:21Z | |
dc.date.issued | 2007 | |
dc.identifier.uri | http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqm&rft_dat=xri:pqdiss:3276094 | |
dc.identifier.uri | https://hdl.handle.net/2027.42/126624 | |
dc.description.abstract | Some marketing communications today include direct or indirect references to the consumer, whereas others do not. You're a champion and I'm your racquet exemplifies a direct reference. On the other hand, Buy one adult ticket, bring one child for free would characterize an indirect reference. The question is whether or not these appeals are actually effective in enhancing the persuasibility of the communication; and if they are why and how they work. Essay 1 focuses on direct self-referencing, and Essay 2 studies indirect self-referencing. Accordingly, this dissertation proposes a framework to investigate the effects of consumer self-esteem and self-related mental imagery on the persuasiveness of marketing communications which include self-reference appeals. Essay I is concentrated on consumer feelings of self-evaluation and self-worth. Two laboratory experiments demonstrate that establishing a 'match' between the type of appeal used in the advertisement and audience self-esteem level improves consumer evaluations. Accordingly, an <italic>acknowledging</italic> strategy works better for people with higher levels of self-esteem, while a <italic>boosting</italic> strategy works better for lower self-esteem people in enhancing attitudes. This process rests on congruence and degree of argumentation. Essay 2 focuses on mental imagery, which is defined as a mental event involving visualization of a concept or relationship. A series of three laboratory experiments introduce the systematic study of <italic>self-relatedness </italic> into existing frameworks of mental imagery. They further illustrate the potential of various subtle strategies used in the presentation of verbal and visual stimuli on evoking increased self-related mental imagery, which in turn, results in the communication to be evaluated more favorably. The moderating influence of individual self-esteem on the mediating effect of mental imagery is also examined. | |
dc.format.extent | 102 p. | |
dc.language | English | |
dc.language.iso | EN | |
dc.subject | Consumers | |
dc.subject | Effects | |
dc.subject | Marketing Communications | |
dc.subject | Mental Imagery | |
dc.subject | Persuasiveness | |
dc.subject | Related | |
dc.subject | Self-esteem | |
dc.subject | Self-referencing | |
dc.title | Effects of consumers' self -esteem and self -related mental imagery on the persuasiveness of marketing communications. | |
dc.type | Thesis | |
dc.description.thesisdegreename | PhD | en_US |
dc.description.thesisdegreediscipline | Marketing | |
dc.description.thesisdegreediscipline | Social Sciences | |
dc.description.thesisdegreegrantor | University of Michigan, Horace H. Rackham School of Graduate Studies | |
dc.description.bitstreamurl | http://deepblue.lib.umich.edu/bitstream/2027.42/126624/2/3276094.pdf | |
dc.owningcollname | Dissertations and Theses (Ph.D. and Master's) |
Files in this item
Remediation of Harmful Language
The University of Michigan Library aims to describe library materials in a way that respects the people and communities who create, use, and are represented in our collections. Report harmful or offensive language in catalog records, finding aids, or elsewhere in our collections anonymously through our metadata feedback form. More information at Remediation of Harmful Language.
Accessibility
If you are unable to use this file in its current format, please select the Contact Us link and we can modify it to make it more accessible to you.