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 language | English |
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Pages (from-to) | 163-169 |
Number of pages | 7 |
Journal | Asian Journal of Social Psychology |
Volume | 19 |
Issue number | 2 |
DOIs | |
State | Published - 1 Apr 2016 |
Keywords
- Background picture
- Construal level theory (CLT)
- Geographic indication
- High-level construal
- Low-level construal