| Summary: | 博士 === 國立臺灣科技大學 === 企業管理系 === 96 === There has been increasingly discussion of the role played by cultural knowledge in guiding the construction of meaning from a stimulus. The present work, conducted in a collectivist culture, contributes to our understanding that the way an individual’s allocentric tendencies influence decision making is through the evocation of one’s inner self value aspects and subjective norms. The results of experiment 1 of this dissertation demonstrate that ego-focused (versus other-focused) emotional appeals lead to more favorable affective attitudes and result in positive effects on purchase intention for members with higher allocentric tendencies in a collectivist culture, while other-focused (versus ego-focused) emotional appeals lead to higher levels of trust and an enhancing of the effect of subjective norms on purchase intention for members with higher allocentric tendencies in a collectivist culture.
Furthermore, we investigate the role of consumer product involvement in explaining behavioral intention (experiment 2), demonstrating that in addition to an ego-focused advertising appeal, the added independent variable of subjective norm functions as a parallel predictor of involvement. Consideration of both these independent factors can serve to activate allocentrists’ higher involvement, and in turn positively affect allocentrists’ trust and affective attitudes and subsequent purchase intention toward the advertised product.
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