Identity salience and the influence of differential activation of the social self-schema on advertising response
Identity salience and the influence of differential activation of the social self-schema on advertising response
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DOI：
10.1037//0021-9010.87.6.1086
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发表时间：
2002-12-01
影响因子：
9.9
通讯作者：
Reed, A
中科院分区：
文献类型：
--
作者：
Forehand, MR;Deshpandé, R;Reed, A
作者研究了身份素数和社会独特性如何影响身份显着性（即在个人的社会自我图式中激活社会身份）以及随后对定向广告的反应。在两项研究中，接触过身份首要因素（一种将人们的注意力引向个人社会身份的广告元素）和社会独特性（直接社会背景中的少数群体）的个人对代言人和以他们为特色的广告表达了系统不同的评价。具体来说，当参与者既处于准备状态又具有社交特色时，亚洲（白种人）参与者对亚洲发言人和针对亚洲人的广告的反应最为积极（消极）。没有发现身份素数或社会独特性的主要影响。讨论了这些发现对身份理论、广告实践和干预传播的影响。
The authors examined how identity primes and social distinctiveness influence identity salience (i.e.. the activation of a social identity within an individual's social self-schema) and subsequent responses to targeted advertising. Across 2 studies, individuals who were exposed to an identity prime (an ad element that directs attention to the individual's social identity) and who were socially distinctive (minorities in the immediate social context) expressed systematically different evaluations of spokespersons and the advertisements that featured them. Specifically, Asian (Caucasian) participants responded most positively (negatively) to Asian spokespeople and Asian-targeted advertising when the participants were both primed and socially distinctive. No main effects of identity primes or social distinctiveness were found. The implications of these findings for identity theory, advertising practice, and intervention communications are discussed.