The Influence of Self-Construals on the Imagery Advertising Strategy
自我构念对想象广告策略的影响与分析

The paper investigates the influence of self-construals on the imagery advertising strategy.Based on recent findings in the narrative transportation theory and the social psychology model of self-concept,the authors demonstrated a moderating effect of self-construals on the imagery effect and this moderating effect did not change with different types of imagery advertisement,i.e.,whether or not the imagery advertisement described the consumption scenario.Specifically,for consumers with independent self-cons...