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The effect of geographic indication in advertising background pictures on product evaluation: The moderating role of familiarity
- Authors
- Kim, Yeung-Jo; Song, Sie-Yeoun; Yeo, Junsang
- Issue Date
- Apr-2016
- Publisher
- WILEY
- Keywords
- background picture; construal level theory (CLT); geographic indication; high-level construal; low-level construal
- Citation
- ASIAN JOURNAL OF SOCIAL PSYCHOLOGY, v.19, no.2, pp 163 - 169
- Pages
- 7
- Indexed
- SSCI
SCOPUS
- Journal Title
- ASIAN JOURNAL OF SOCIAL PSYCHOLOGY
- Volume
- 19
- Number
- 2
- Start Page
- 163
- End Page
- 169
- ISSN
- 1367-2223
1467-839X
- 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.
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Related Researcher
- Yeo, Jun Sang
- Dongguk Business School (Department of Business Administration)