Marketing Responsible Drinking Behavior: Comparing the Effectiveness of Responsible Drinking Messages Tailored to Three Possible “Personality” Conceptualizations
Marketing Responsible Drinking Behavior: Comparing the Effectiveness of Responsible Drinking Messages Tailored to Three Possible “Personality” Conceptualizations
复制标题
营销负责任饮酒行为：比较针对三种可能的“个性”概念定制的负责任饮酒信息的有效性
作者：
Valerie K. York;Laura A. Brannon;M. Miller
我们调查了一个完全个性化的信息（针对一个人的“大五”人格特质）或一个信息匹配到一个替代形式的自我图式（理想的自我图式）是否会更有影响力比自我图式匹配的信息（已被发现是有效的）在营销负责任的饮酒。我们期望更彻底个性化的大五匹配信息比自我图式匹配信息更有效。然而，无论是大五信息还是理想的自我图式信息，都没有比实际的自我图式信息更有效。因此，研究自我图式匹配应该追求，而不是更复杂的大五匹配。
We investigated whether a thoroughly personalized message (tailored to a person's “Big Five” personality traits) or a message matched to an alternate form of self-schema (ideal self-schema) would be more influential than a self-schema matched message (that has been found to be effective) at marketing responsible drinking. We expected the more thoroughly personalized Big Five matched message to be more effective than the self-schema matched message. However, neither the Big Five message nor the ideal self-schema message was more effective than the actual self-schema message. Therefore, research examining self-schema matching should be pursued rather than more complex Big Five matching.