适度
广告
旅游
唤醒
透视图(图形)
功率(物理)
心理学
本土广告
在线广告
业务
营销
社会心理学
政治学
互联网
计算机科学
量子力学
物理
万维网
人工智能
法学
作者
Hongyan Jiang,Hongwei Tan,Yeyi Liu,Fang Wan,Doğan Gürsoy
标识
DOI:10.1016/j.annals.2020.102926
摘要
This study examines the impact of culturally-derived power (i.e., personalized vs. socialized power) on the effectiveness of destination advertising via the moderation of arousal in advertising, by identifying regulatory focus as an underlying mechanism. The findings indicate that high-arousal tourism destination advertisement is more effective for individuals primed with personalized power; low-arousal advertisement is more effective for individuals primed with socialized power. Culturally-derived power is found related to regulatory focus, which interacts with arousal in advertising to influence destination advertising effectiveness. This work not only contributes to the tourism literature by providing a new cultural perspective to the investigation of power, but also informs destination marketers of the importance of designing tailored advertising messages for different tourists.
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