The Mental Wanderings: The Impacts of Temporal Distance, Consumers’ Regulatory Focus and Brand Awareness on Counselling Willingness

• Main Author: 賴昱辰
• Other Authors: Teng Ti Kao
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/9dhr94

碩士 === 國立新竹教育大學 === 教育心理與諮商學系碩士班 === 104 === The research attempts to explore the moderating roles of brand awareness and temporal distance in the impact of consumers’ goal orientation on counselling willingness. Specifically, this research is designed to examine the interaction effect of consumers’ goal orientations, brand awareness and temporal distance on counselling willingness. Predicts that promotion-focused individuals are likely to engender higher counselling willingness than prevention-focused individuals when temporal distance is proximal. Moreover, predicts that prevention-focused individuals are likely to engender higher counselling willingness than promotion-focused individuals when temporal distance is distant. Furthermore, predicts that prevention -focused individuals are likely to engender higher counselling willingness than promotion -focused individuals when the brand awareness of counsel centers is low. Again, predicts that prevention -focused individuals are likely to engender higher counselling willingness than promotion -focused individuals when the brand awareness of counsel centers is high. Moreover, predicts that for the counselling centers with low brand awareness, prevention-focused individuals are likely to engender no differential counselling willingness over promotion-focused individuals when temporal distance is distant. In contrast, predicts that for the counselling centers with low brand awareness, promotion-focused individuals are likely to engender higher counselling willingness than prevention-focused individuals when temporal distance is proximal. Finally, predicts that for the counselling centers with high brand awareness, prevention-focused individuals are likely to engender no differential counselling willingness over promotion-focused individuals when temporal distance is proximal. In contrast, predicts that for the counselling centers with high brand awareness, prevention-focused individuals are likely to engender higher counselling willingness than promotion-focused individuals when temporal distance is distant.