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|Title: ||Identity-based information processing : the role of social identity activation and identity salience on product evaluation|
|Other Titles: ||Xiao fei zhe shen fen xiang guan de xin xi chu li : she hui shen fen de ji huo ji qi dui chan pin ping jia de ying xiang|
消費者身份相關的信息处理 : 社會身份的激活及其對產品評價的影響
|Authors: ||Huang, Li (黃莉)|
|Department: ||Department of Marketing|
|Degree: ||Master of Philosophy|
|Issue Date: ||2009|
|Publisher: ||City University of Hong Kong|
|Subjects: ||Consumer behavior -- Social aspects.|
|Notes: ||CityU Call Number: HF5415.32 .H83 2009|
vii, 118 leaves : ill. (some col.) 30 cm.
Thesis (M.Phil.)--City University of Hong Kong, 2009.
Includes bibliographical references (leaves 94-111)
|Abstract: ||This thesis calls attention to a new lens within the social identity perspective on
marketing research. Specifically, marketers indicate their great interest in effective
ways to persuade target consumers, including methods to influence their judgment
and decisions, affect their responses to specific marketing stimuli, and so forth. In
addition, as online communities bloom during this information technology era,
various parties (e.g., community operators, marketers, media) become more and more
anxious to target larger and larger potential consumer groups. The power of new,
emerging, online consumer markets also inspires marketing scholars to explore a new
perspective for targeting research.
This study aims to contribute to the understanding of social identity effects on
consumer behavior by studying the activation process of social identity salience and
the consequent effects on identity-relevant marketing stimulus judgment and
consumers’ recognition memory.
This study hypothesizes that both direct identity primes and comparative
distinctiveness can increase social identity salience (i.e., the activation of a social
identity within a person’s social self-schema), and the strength of this identification
moderates the responses to those identity primes and comparative distinctiveness
traits. Across two studies, respondents exposed to an identity prime and who are
comparatively distinctive express higher evaluations of advertisements that target
them than do those not exposed to an identity prime and those not in comparatively distinctive situation. The data also reveal that the strength of identification moderates
comparative distinctiveness but not identity prime effects.
Moreover, when their social identity has been primed, people evoke identity salience
and thus recall more brands and recognize more brands that feature some aspect of
that identity. However, no interaction effect of strength of identification emerges.
Similarly, participants in a comparative distinctive condition recall more brands and
recognize more brands that feature their identity than do those in comparatively not
distinctive conditions. This effect is more likely when person possess a strong social
This thesis concludes with some implications of these findings for social identity
theory, social cognition research, and both offline and online marketing practice.|
|Online Catalog Link: ||http://lib.cityu.edu.hk/record=b3947590|
|Appears in Collections:||MKT - Master of Philosophy |
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