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http://dx.doi.org/10.9728/dcs.2017.18.3.475

Investigating the Effect of Value-Oriented Promotion for Media Contents: The Moderating Role of Self Construal  

Cho, Hyong-Oh (Department of Advertising & PR, Dongguk University)
Nam, Chul-Woo (Department of Audience Culture Business, Korean Broadcating System)
Publication Information
Journal of Digital Contents Society / v.18, no.3, 2017 , pp. 475-483 More about this Journal
Abstract
This study attempted to investigate how the effectiveness of value-oriented promotion for media contents depends on self-construal and incorporated Schwartz' value system theory(1992) and Gutman's means-end chain theory(1982) into the development of hypotheses. It was expected that media content promotion emphasizing "openness to change" value would be more appealing to those with independent self-construal, whereas media content promotion emphasizing "conservation" value would be more appealing to those with interdependent self-construal. These hypotheses were generally supported in a series of experiments. Also, the dynamic relationship among the four primary value dimensions proposed by Schwartz (i.e., openness to change, conservation, self-enhancement, self-transcendence) was clearly validated in this study.
Keywords
Means-end chain; Media content; Message strategy; Self-construal; Value-oriented promotion;
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Times Cited By KSCI : 1  (Citation Analysis)
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