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Improving the Social Normative Influence of Self-Prophecy: The Effect of a Perceived Audience and the Moderating Role of Self-Construal

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Improving the Social Normative Influence of Self-Prophecy: The Effect of a Perceived Audience and the Moderating Role of Self-Construal

Duval, Kimberly (2013) Improving the Social Normative Influence of Self-Prophecy: The Effect of a Perceived Audience and the Moderating Role of Self-Construal. Masters thesis, Concordia University.

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Abstract

Self-prophecy (SP) is a viable marketing strategy shown to increase the prevalence of socially normative behaviours in a variety of contexts, by simply asking people to make a prediction regarding their performance of the target behaviour. The goal of the current research was to extend SP effects in a consumer behaviour context for increasing “green” product consumption and to investigate whether the efficacy of a SP-based advertisement can be influenced by the use of an audience cue and the recipient’s self-construal (i.e., independence vs. interdependence). In study 1, results showed that compared to a traditional text-only SP advertisement, an SP advertisement with an audience cue led to greater preference for sustainable products. Results from study 2 showed that self-construal did not influence susceptibility to a text-only SP message, however greater interdependence led to greater preference for sustainable products after exposure to an SP advertisement with an audience cue. Findings suggest that SP-based advertising may be useful for increasing the prevalence of sustainable product consumption, and that the delivery of an SP-based message can be improved by including a subtle audience cue.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Duval, Kimberly
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:July 2013
Thesis Supervisor(s):Bodur, H. Onur
ID Code:977541
Deposited By: KIMBERLY DUVAL
Deposited On:26 Nov 2013 15:39
Last Modified:18 Jan 2018 17:44
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