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A tale of two countries: A cross-cul...

Wang, Cheng Lu.

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A tale of two countries: A cross-cultural examination of connectedness-separateness self-schema and its application to advertising research.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A tale of two countries: A cross-cultural examination of connectedness-separateness self-schema and its application to advertising research./
作者:	Wang, Cheng Lu.
面頁冊數:	116 p.
附註:	Source: Dissertation Abstracts International, Volume: 57-06, Section: A, page: 2579.
Contained By:	Dissertation Abstracts International57-06A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9632974

A tale of two countries: A cross-cultural examination of connectedness-separateness self-schema and its application to advertising research.
Wang, Cheng Lu.

A tale of two countries: A cross-cultural examination of connectedness-separateness self-schema and its application to advertising research. - 116 p.

Source: Dissertation Abstracts International, Volume: 57-06, Section: A, page: 2579.

Thesis (Ph.D.)--Oklahoma State University, 1996.

Scope and method of study. The purpose of this study was to investigate the moderating effect of an individual's connectedness or separateness self-schema on attitudinal responses to marketing communications. The research was composed of two studies. The first study developed and tested the C-S scale with a sample of 210 subjects from college students attending a mid-western U.S. university. The scale was then validated with a comparable sample of 86 subjects from the People's Republic of China. The second study employed the refined scale to conduct an experimental study with new samples in the U.S. (N = 96) and in the P. R. China (n = 105). Principal factor analysis, confirmatory factory analysis, t-test, multivariate analysis of variance were used to examine the reliability and validity of C-S scale and to test eight research hypotheses.Subjects--Topical Terms:

536353
Marketing.

A tale of two countries: A cross-cultural examination of connectedness-separateness self-schema and its application to advertising research.
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245 1 2 $a A tale of two countries: A cross-cultural examination of connectedness-separateness self-schema and its application to advertising research.
300 $a 116 p.
500 $a Source: Dissertation Abstracts International, Volume: 57-06, Section: A, page: 2579.
500 $a Adviser: John C. Mowen.
502 $a Thesis (Ph.D.)--Oklahoma State University, 1996.
520 $a Scope and method of study. The purpose of this study was to investigate the moderating effect of an individual's connectedness or separateness self-schema on attitudinal responses to marketing communications. The research was composed of two studies. The first study developed and tested the C-S scale with a sample of 210 subjects from college students attending a mid-western U.S. university. The scale was then validated with a comparable sample of 86 subjects from the People's Republic of China. The second study employed the refined scale to conduct an experimental study with new samples in the U.S. (N = 96) and in the P. R. China (n = 105). Principal factor analysis, confirmatory factory analysis, t-test, multivariate analysis of variance were used to examine the reliability and validity of C-S scale and to test eight research hypotheses.
520 $a Findings and conclusions. The results from the first study delineated the domain and dimensions of the C-S construct. The C-S scale was shown to possess adequate reliability, convergent and discriminant validity, as well as predictive validity. The second study further validated the C-S scale in a cross-cultural setting. Subjects' C-S scores were used as a blocking variable in an experimental study. The results from the experiment demonstrated that there exist cultural and gender differences in terms of individuals' connectedness or separateness self-schema, which, in turn, moderates individuals' attitudinal responses toward advertising appeals. It is concluded that the C-S construct can be conceived as an individual difference variable as well as an advertising message variable. Thus, the C-S construct has been shown the utility in market segmentation and promotion campaign.
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