当前位置: X-MOL 学术Gadjah Mada International Journal of Business › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
Assessing the Imagination Scale’s Nomological Validity: Effect of Hedonic versus Utilitarian Product Types and Abstract versus Concrete Advertising Execution
Gadjah Mada International Journal of Business Pub Date : 2020-08-30 , DOI: 10.22146/gamaijb.51111
Ike Janita Dewi , Swee Hoon Ang

This research builds on a study of advertisement-evoked imagination scale developed by Dewi and Ang (2015). The imagination scale contains four types of imagination, that is, benefit-anticipatory imagination, emotional-bonding imagina­tion, symbolic imagination, and mind-wandering imagination.In this paper, the pro­po­sed constructs of the imagination types are related to other relevant constructs exis­ting in marketing literature.The purpose of this research is twofold. First, it establishes the nomological validity of the imagination measures by placing it in the context of hedonic-utilitarian concepts proposed by Holbrook and Hirschman (1983). Second, the research empirically studies the effect of situational factor, that is concrete versus abstract advertisement execution, on imagination elicitation. The study is an experiment which employs mixed factor design involving eight sub-groups of participants. Results of the research demons­trate the nomological validity of the imagination scale where the four types of imagination were elicited in response to hedonic/utilitarian product depicted in the ad and situational factors (that is, abstract versus concrete ads).

中文翻译:

评估想象力量表的法理学有效性:享乐主义与功利主义产品类型以及抽象与具体广告执行的影响

这项研究基于Dewi和Ang(2015)开发的广告诱发的想象力量表的研究。想象力量表包含四种类型的想象力,即利益预期想象力,情感束缚想象力,象征性想象力和游荡性想象力。本文提出的想象力类型的构造与存在的其他相关构造有关。市场营销文献。本研究的目的是双重的。首先,它通过将想象力测度置于霍尔布鲁克和赫希曼(Holbrook and Hirschman,1983)提出的享乐功利主义概念的语境中,建立了想象力测度的法学有效性。其次,该研究从经验上研究了情境因素(具体与抽象广告的执行)对想象力启发的影响。这项研究是一项采用混合因子设计的实验,涉及八个参与者小组。研究结果证明了想象力标尺的法理学有效性,其中四种类型的想象力是根据广告和情境因素(即抽象广告与具体广告)中描绘的享乐主义/功利主义产品而引发的。
更新日期:2020-08-30
down
wechat
bug