The effect of geographic indication in advertising background pictures on product evaluation: The moderating role of familiarity

Yeung Jo Kim, Sie Yeoun Song, Junsang Yeo

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility-related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability-related information. However, familiarity with geographic indications eliminated this effect.

Original languageEnglish
Pages (from-to)163-169
Number of pages7
JournalAsian Journal of Social Psychology
Volume19
Issue number2
DOIs
StatePublished - 1 Apr 2016

Keywords

  • Background picture
  • Construal level theory (CLT)
  • Geographic indication
  • High-level construal
  • Low-level construal

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