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http://dx.doi.org/10.5392/JKCA.2018.18.09.555

The Influence of Consumer Independence on Attitudes and Purchase Intention Towards Advertisements that Depict Consensus Claims  

Jeon, Sooji (충남대학교 경영학과)
Jeong, Hyewook (충남대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.18, no.9, 2018 , pp. 555-568 More about this Journal
Abstract
This study has expanded the existing studies on the characteristics of consumers using the personal level of cultural dimensions and self-construal. As Korean are becoming more individualistic and independent, we have focused on consumer independence in self-construal. The purpose of this study was to investigate the effects of consumer independence on consumers' attitudes and purchase intention toward consensus claim in ads. We hypothesized that individuals with higher in independence are more likely to show negative attitudes and the purchase intention towards the ads focused on consensus claim. Two experiments revealed that consumers higher in independence, depicting consensus claim in ads reduces consumers' attitudes and purchase intention. Based on the results, we suggest that for individuals higher in independence, consensus claims in product advertisement are less effective advertising strategy which ultimately lower consumers' purchase intentions. Important theoretical and practical implications are discussed.
Keywords
Independence; Consensus Claim; Self-Construal;
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Times Cited By KSCI : 2  (Citation Analysis)
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