Emotional brand attachment has emerged as an important marketing concept that can strengthen a brand's performance. One way to create emotional bonds with consumers is to match the brand's personality with the consumer's self-concept (i.e. self-congruence). Nonetheless, research on brand attachment has a strong westernized focus leaving a vast majority of the world's population outside the frame of research, which limits our understanding of how consumers perception of self form emotional attachments to brands across cultures. We address this issue by developing the novel construct of ought self-congruence and test a conceptual model in two large scale studies including 810 respondents from Sweden and South Korea. The results showed similarities as well as unique cultural differences. Brand personalities in line with a consumer's actual self-view yield the strongest positive impact on emotional brand attachment in both cultures. However, an ideal self-congruent brand only showed a positive impact on Swedish consumers or when the self is sculpt independently from others. In contrast, South Koreans formed attachments to global brands that were congruent with an ought self-perception. A consumer's regulatory focus provides a theoretical explanation to the mixed results. Avenues for further research and managerial implications are also proposed.

行銷業者對負面口碑的負面影響已有所共識，它可能直接影響消費者對其產品或服務的知覺價值判斷，進而影響產品評價及購買行為。過往研究將負面口碑區分為理由型和情感型兩類，同時，負面口碑中所包含的訊息可能為產品或服務的主要或次要因素，因而在重要程度上存在差異。此外，考慮到消費者決策情境的不同，本研究以為自己或他人做選擇的方式喚起個體的短期自我構念，探討個體特徵在負面口碑對消費者態度與行為傾向影響過程中的調節效果。另，消費者在處理負面口碑時，可能會對其產生原因進行歸納推理，且存在歸因於產品或服務和口碑產製者兩種認知路徑，不同的歸因模式進而又會影響消費者的產品評價、購買意願等面向。因此，本研究旨在探討負面口碑訊息類型如何影響消費者的態度與行為傾向，並考量負面口碑重要程度和自我構念的調節作用，以及在此過程中歸因模式的可能中介效果。 本研究通過內容分析法在實務場域觀察負面口碑訊息類型，初步探討負面口碑訊息類型與產品評價之間的關係。其後，以兩個實驗設計驗證研究假設，實驗一為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）的二因子受試者間設計，實驗二則為2（負面口碑訊息類型：理由型vs.情感型）×2（負面口碑重要程度：主要因素vs.次要因素）×2（自我構念：獨立型vs.互依型）的三因子組間設計。研究發現：（一）相較於情感型負面口碑，理由型負面口碑對消費者態度與行為傾向的影響更為顯著。（二）負面口碑重要程度具顯著干擾作用，亦即，當負面口碑重要程度為主要因素時，理由型評論所產生的訊息可信度顯著高於情感型評論。（三）在負面口碑訊息類型、負面口碑重要程度對訊息可信度的影響過程中，歸因模式具有顯著的中介效果。（四）自我構念與負面口碑訊息類型具有交互作用，並連同負面口碑重要程度存在三階交互效果。本研究期望通過負面口碑影響機制理論模型的提出與驗證，對負面口碑傳播效果研究有所貢獻，同時，在實務上為行銷業者管理負面口碑提供參考。

La théorie des chaînes moyens-fins, fusionnant les valeurs du consommateur et l’évaluation des caractéristiques du produit dans une étude du comportement du consommateur, a été développée à travers les validations empiriques principalement issues des cultures occidentales. Cette recherche s’intéresse ainsi à la généralisation interculturelle de ce modèle cognitif en examinant la relation des processus culturels qui distinguent les Occidentaux des Orientaux à la formation d’enchaînement des concepts (attributs - bénéfices recherchés - valeurs). Les travaux récents ont mis en évidence que les différences individuelles en termes de construit de soi joue un rôle sur les variations interculturelles dans les cognitions et les comportements des individus qui peuvent passer à divers cadres de référence culturels en réponse à des indicateurs sociaux correspondants. A ce titre, la recherche s’inscrit dans une approche constructiviste et dynamique de la culture en positionnant le construit de soi en tant qu’indice prédictif de la variation du style cognitif, qui sous-tend par hypothèse les différentes structures cognitives des consommateurs. Le mécanisme d’influence de la culture sur les chaînes moyens-fins a été approfondi de manière expérimentale par l’utilisation croisée des méthodes d’amorçage culturel et de l’Association-Pattern Technique (213 étudiants français et 217 étudiants coréens) à la suite d’une étude exploratoire fondée sur le Laddering (52 étudiants français et 52 étudiants coréens). Les résultats montrent que le construit de soi n’est pas seulement un facteur qui influe sur les variations culturelles des chaînes moyens-fins mais que c’est aussi un facteur indirect via le style de raisonnement. En outre, il est démontré que les effets en accord avec l’amorce de soi peuvent réduire les différences interculturelles entre les consommateurs occidentaux et orientaux. / Means-end chain theory, including both consumer values and evaluation of product’s attributes in the study of consumer behavior, has been developed through empirical validation primarily from Western cultures. This research thus focuses on the cross-cultural generalizability of such theoretical framework by examining the relation of cultural processes differentiating Westerners from Easterners with the hierarchical linkages between attributes, consequences and values. Previous researchers have demonstrated that individual differences in self-construal exert an important influence on cross-cultural variations in cognition and even behavior and also that individuals can switch between various cultural frames of reference in response to corresponding social cues. On the basis of a dynamic constructivist approach to culture and cognition, we suggest that self-construal is a predictive driver of cultural differences in thinking styles, thereby influencing consumers’ cognitive structures. To investigate the mechanism responsible for cultural variations of means-end content and structure, the salient self-construal was experimentally manipulated through the use of cultural priming methodologies, and then all possible combinations of attributes, consequences and values were measured by means of the Association-Pattern Technique matrices (213 French students and 217 Korean students) which had been previously defined through 52 in-depth laddering interviews conducted in each country. Our findings provide support for self-construal associated with different thinking style as a determinant of cultural differences in consumers’ means-end value hierarchy structure. There is also evidence that consumers’ cultural orientation can be made more accessible by situational prime, particularly that these effects of self-construal priming are able to reduce or eliminate cultural differences between western and eastern consumers.

Alors que l’auto-efficacité apparaît comme une variable majeure de l’explication des comportements, peu de recherches se sont intéressées aux mécanismes susceptibles de l’améliorer dans le contexte particulier de la communication. De même, malgré les forts enjeux liés au don d’organes et au don de gamètes, ces causes ont peu reçu l’attention des chercheurs en marketing social et en communication persuasive. Au fil des recherches, l’expérience vicariante (apprentissage par observation) est apparue comme l’un des leviers majeurs d’auto-efficacité. L’objectif était donc de transposer cette expérience vicariante dans un contexte imaginaire en activant une imagerie mentale de transportation. Cette expérience de transportation, suscitée par des communications sous forme narratives et impliquant l’identification du récepteur au personnage de l’histoire, a permis de donner envie aux récepteurs de ressembler au donneur et a renforcé leur auto-efficacité à faire don de leurs organes / de leurs gamètes. Deux études indépendantes ont été menées pour tester et valider le modèle de recherche proposé. Les apports et limites de cette recherche sont soulignés et des voies de recherche future sont développées. / While self-efficacy appears as a main behaviour’s explanatory variable, little research has been conducted regarding the potential mechanisms that could improve self-efficacy in the specific context of marketing communication. Moreover, despite the strong stakes linked with organ and gamete donations, such causes have received little attention from researchers in social marketing and persuasive communication. Through research, vicarious experience (observation learning) appeared as one of the main levers of self-efficacy. The objective was to transpose this vicarious experience in an imaginary context by activating transportation mental imagery. This transportation experience, provoked by narrative communications and involving receiver’s identification to the main character of the story, leads to receiver’s desire to look like the donor and to the reinforcement of their self-efficacy to donate their organs / gametes. Two independent studies were conducted in order to test and validate the proposed research model. Contributions and limits of this research are highlighted and potential future research directions are presented.

Based on the theoretical framework provided by Balanced Integration Differentiation (BID) Model (mamoglu, 1998 / 2003) and Self-Determination Theory (SDT) (Deci and Ryan, 1985), this study aimed to explore possible determinants of Turkish employees&amp / #8217 / subjective (i.e., life satisfaction) and psychological well-being. Previous SDT research demonstrated that autonomus causality orientation and perceived autonomy supportiveness of context predicted need satisfaction at work and in turn, employee well-being (e.g., Baard et al., 2004 / Ilardi et al., 1993). BID Model was tested in a work setting for the first time. Different from SDT research, relational aspects both as a form of self orientation and a contextual characteristic (i.e., perceived relatedness supportiveness) were included in this study, along with individuational orientation and perceived autonomy supportiveness dimension, to explore their possible influence on well-being. Three-hundred-eighty-three employees (154 women and 229 men) from various public and private sector organizations participated in the study. Onehundred- ninety-two of them were from public sector organizations, whereas 191 of them were from private sector organizations. Relational and individuational self orientations directly predicted need satisfaction and psychological well-being, whereas relational orientation directly predicted life satisfaction. Need satisfaction also predicted both types of wellbeing. Furthermore, relational orientation predicted both autonomy and relatedness supportiveness of work context and in turn, predicted need satisfaction and well-being in public sector organizations. Furthermore, individuational orientation predicted autonomy supportiveness and relational orientation predicted relatedness supportiveness and in turn, predicted need satisfaction and well-being in private sector organizations. The findings were discussed in terms of relevant literature.

No description available.

本研究由人格特質出發，觀察消費的思考途徑所產生的效果。研究的對象主要分成單人與朋友陪伴，經由網路進行問卷調查，影響消費者行為的幾個重要因素及心理機制。更明確的說，本研究由個人層次著手，直接探討獨立/互賴自我構念的人格特質在思考模式上的差異，並且藉由思考途徑，推出個人對產品價值需求上的關係。 接續研究朋友的影響，將其視為「捷思式線索」，探討消費者在友人的陪伴之下，是否形成對產品形象購買意願上的改變。「捷思式線索」顧名思義即為能供消費者透過簡單決策影響消費者判斷之變數。而這樣的線索，可能會導致獨立自我構念者的消費者轉向捷思式的思考途徑而反向改變原本對產品形象與自我形象一致性的消費習慣。 本研究由捷思式-系統式訊息處理模型推論：在朋友的陪同之下，獨立自我構念者同時會進行捷思式之訊息處理途徑。運用便捷快速的捷思式線索作為判斷與決策之基礎下，將對形象一致性的效果差距較不明顯，甚至可能出現追求與自身人格特質相反的產品需求。 下一步本研究以自我監控為調節變數，探討自我監控的人格特質為個人對社會情境做調適的行為模式。面對有朋友陪伴的情境，高度自我監控者會調適自己的行為，亦之，只有在社會情境提供過少的線索的情況之下，高度自我監控者的表現出最原始的自己。因此獨自購物時，表現應如上述所預期。但當高自我監控者與朋友相約一同消費，對於社會的適切性相對有較迫切的需求，而會根據朋友的性格或相處方式而注意或調適自己的行為；相反地，低自我監控者對是否符合社會適切性感到不關心，傾向表達自我內心的真正的感受，依據原本的思考途徑做選擇，而不會因為身旁的友人而刻意調整自己的行為。 本研究發現互賴自我的消費者對自我表達產品的需求會因為消費者本身是否為高自我監控者而受到影響。若能採用心理測試工具，相信可準確發現不同自我構念及自我監控的消費者對自我表達產品的歸因基礎，並以此結果對消費者的選擇做更符合需求的預測。 關鍵字: 自我構念、思考模式、自我監控 / Social influences play a persuasive role when it comes to spending. Previous research has shown that friends help shape our affects, behavior and cognitions (Argo, Dahl, and Machanda 2005; Ratner and Kahn 2002). Thus, the presence of an accompanying friend might to an extent influence the original consumption due the course that consumers have the opportunity and the motivation to conform to the expectation that their friends have in them (Funder and Colvin 1988; Stinson and Ickes 1992). To date, researchers have studied many social characteristics to which the presence of a friend determines the consumer’s purchase. Across studies show that friends can influence consumers’ purchase intentions in a positive way by providing information in reducing perceived risk (Urbany, Dickson and Wilkie 1989). Further on, studies demonstrates that the mere presence of a friend might cause agentic (oppose to communal) shoppers to spend more (Kurt, Inman and J.Argo 2010). Based on preceding studies, we implement experiments to first determine which factors with the influence of social presence matters, followed by studying how they change the way we perceive information and eventually lead to purchase intentions of either self or non-self expressive products. Study 1, measuring the orientations by the effect of the social environment ( ie, presence vs. absence of a friend). Study 2 used self-monitoring as moderator. In the findings, this research shows that independent construct is correlated with systemic thinking while dependent construct is related to both thinking style. It was unpredicted the way dependent construal person thought, and the results was therefore insignificantly related to the types of product chosen. With friends, however, findings show that systemic thinking has no effect on buying self-effective products when it comes to co-consumption. On the other hand, customers that are accustomed to heuristic thinking bring out higher willingness to buy self-expressive products.

Malgré le nombre important d'observations témoignant de l'étendue de l'influence des normes sociales sur les réponses individuelles (i.e. les croyances, l'attitude, le comportement), une catégorie de réponses, les réactions hédoniques, a reçu trop peu d'attention pour qu'il soit possible de savoir si elle est, elle aussi, affectée par les normes de groupe. L'absence de résultats concernant l'existence d'un tel effet des normes sociales est problématique en marketing dans la mesure où l'évaluation de nombreux produits dépend du plaisir que leur consommation procure (i.e. les biens expérientiels). Dans cette recherche, c'est le cas de l'influence normative directe des groupes de référence, pour des motifs relatifs au soi, sur les réponses à la musique qui est plus spécifiquement abordé. Par ailleurs, le rôle modérateur des différences d'accessibilité dans les dimensions d'indépendance et d'interdépendance du construit de soi dans le phénomène d'influence normative des groupes de référence est envisagé. Certaines recherches s'accordent sur l'idée que les indépendants sont moins influencés que les interdépendants par les normes des groupes de référence. Néanmoins, les résultats de plusieurs recherches suggèrent que loin d'être insensibles aux normes sociales, les indépendants peuvent même, dans certaines situations, être plus influencés que les interdépendants. Il est alors proposé que si un groupe véhicule une identité sociale cohérente avec les buts des indépendants, alors ils devraient s'y identifier plus fortement et être plus influencés par ce groupe que les interdépendants. Une expérience en ligne (n=278) et une expérience en laboratoire (n=190) sont réalisées. Les résultats montrent que les groupes de référence exercent une influence normative directe, pour des motifs relatifs au soi, sur les réactions hédoniques à la musique, la réaction affective globale qui en découle (i.e. l'attitude), les croyances relatives à la qualité « objective » de la musique et le besoin que ressentent les personnes d'en refaire l'expérience. Contrairement à ce qui était attendu, le construit de soi ne modère pas l'influence normative. Cependant, les résultats suggèrent que les indépendants peuvent s'identifier plus fortement à certains groupes de référence que les interdépendants. Les apports académiques et managériaux qu'impliquent ces résultats sont discutés. / Normative influence has proved to be pervasive. However, despite the large amount of empirical results showing the extent of social norms influence on individual's responses (i.e. beliefs, attitude, behavior), a type of response, hedonic reactions, has been largely ignored by research. Thus, normative influence effect on hedonic reactions remains fundamentally unknown. Lack of results regarding such an effect raises important issues for marketing as many products' assessment depends on the pleasure their consumption provides (i.e. experiential goods). This research investigates immediate normative reference group influence for self-related motives on responses to music. Self-construal, a key moderator of normative influence is also considered. Few researches agreed on the idea that individuals with an independent self-construal (i.e. independents) are less sensitive to normative influence that individuals with an interdependent self-construal (i.e. interdependent). However, some results suggest that far from being insensitive to social norms, independents can even be, in particular settings, more influenced than interdependent. Thus, the hypothesis is made that if a group conveys a social identity which is consistent with independents' goals, then independents should identify to a greater extent with this group and be positively more influenced by the group norms than interdependent. An online experiment (n=278) and a laboratory experiment (n=190) are conducted. Results show that reference groups can exert an immediate normative influence for self-related motives on hedonic reactions to music, overall affective response (i.e. attitude), beliefs regarding the music “objective” quality and need to reexperience the music. Contrary to what was expected, self-construal do not moderate normative influence. However, results suggest that independents can identify to a greater extent to some groups than interdependents. Implications for research and marketing strategies are discussed.

Aim: As the ageing population in China increases, support required from family caregivers for older relatives living with long-term health conditions also increases. This being so, this thesis explored the experiences and perceptions of current and prospective family caregivers, under the culture of Xiao (孝; filial piety). Design and Methods: Phase 1 was conducted with 19 Chinese students using 3 focus groups to gain greater familiarity with the culture and inform the main study (Phase 2). Adopting a social constructivist philosophical position, data for Phase 2 were obtained from three generational sub-samples: only-children affected by the One-Child Policy (OCP), parents affected by OCP, and family caregivers in the workforce, totaling 23 participants through virtual in-depth interviews with participants in mainland China. Interviews were translated, transcribed, and analysed using reflective thematic analysis. Findings and Conclusion: Phase 1 confirmed the centrality of the concept of Xiao to attitudes and beliefs around future caregiving for parents. Phase 2 findings’ overarching theme was ‘Competing pressures’, which comprised of three inextricably linked themes: (i) Caregiving beliefs, (ii) Contextual factors, and (iii) Caregiving conditions. Participants expressed meaningful desires to fulfil obligations, reflecting value-based convictions, stemming from their socio-cultural environment. Stressors experienced reveals structural and personal barriers to seeking support. Ultimately, extensive demands and limited coping strategies could diminish meaning in caregiving. This thesis makes a novel contribution on perceptions and experiences of family caregivers of older relatives within China as a collectivist society. Findings have implications for research, policy, and practice, highlighting the need for culturally attuned services to build resilience.

Submitted by ALCIDES PEGORER JUNIOR (alcidespegorer@gmail.com) on 2013-04-16T15:37:05Z No. of bitstreams: 1 Dissertação Alcides Pegorer Junior.pdf: 1016013 bytes, checksum: c4d1c2ce34f4dad11581376e15e491ef (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2013-04-25T16:09:23Z (GMT) No. of bitstreams: 1 Dissertação Alcides Pegorer Junior.pdf: 1016013 bytes, checksum: c4d1c2ce34f4dad11581376e15e491ef (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-04-26T14:49:48Z (GMT) No. of bitstreams: 1 Dissertação Alcides Pegorer Junior.pdf: 1016013 bytes, checksum: c4d1c2ce34f4dad11581376e15e491ef (MD5) / Made available in DSpace on 2013-04-26T14:50:55Z (GMT). No. of bitstreams: 1 Dissertação Alcides Pegorer Junior.pdf: 1016013 bytes, checksum: c4d1c2ce34f4dad11581376e15e491ef (MD5) Previous issue date: 2012-12-27 / In the context of a very competitive market, having teams very well prepared and properly allocated is critical to the survival of businesses. This study aims to identify the repercussion on customer satisfaction and results of companies, from the knowledge of the people working on the front line of these companies, those professionals who play an important role in negotiation, identifying what they value in a subjectively negotiation. Using the tool SVI (Subjective Value Inventory) developed by Curhan et al (2006), from the dimensions of independent and interdependent self-image, attempts to identify the subjective values of the negotiators of a Brazilian retail bank, responsible for a significant part of the negotiations and results of the company in relation to feelings about themselves (Self), the instrumental results, and the process and relationship (Rapport), using interpersonal trust as a moderator in this relationship. Once identified, found results will be related to the customer satisfaction. The purpose of seeking this correlation is due to the assumption that the company exists only because of the customer. For this purpose, it was conducted a quantitative survey, with the application of a structured and closed questionnaire to 532 of the bank negotiators from that bank, who work in the states of Santa Catarina, Rio de Janeiro and Maranhão, responsible for relationship, prospecting and conducting business with institution’s customers, personal, small business and government. Data were analyzed using statistical techniques, using the method of Partial Least Squares. It was observed that over forty percent of customer satisfaction is explained by the subjective values of the negotiators. The study showed, among others results, that business managers with self-image independently value the Self and instrumental results in a negotiation, and interpersonal trust cognitive negatively moderates this relationship. Still, Rapport is valued in a negotiation by those business managers with interdependent self-image and this appreciation in a negotiation is positively related to customer satisfaction. / No contexto de um mercado tão competitivo, ter equipes bem preparadas e alocadas adequadamente é fundamental para a sobrevivência das empresas. O presente estudo objetiva identificar o reflexo na satisfação dos clientes e nos resultados das empresas, a partir do conhecimento das pessoas que trabalham na linha de frente dessas empresas, aqueles profissionais que exercem um papel importante de negociação, identificando o que eles valorizam subjetivamente em uma negociação. Por meio da ferramenta SVI (Subjective Value Inventory), desenvolvida por Curhan et al (2006), a partir das dimensões de autoimagem independente e interdependente, busca-se identificar os valores subjetivos dos negociadores de um banco de varejo brasileiro, responsáveis por parte significativa das negociações e dos resultados da empresa, relativamente aos sentimentos sobre si mesmos (Self), aos resultados instrumentais, e ao processo e relacionamento (Rapport), utilizando a confiança interpessoal como moderadora nessa relação. Após identificados os valores subjetivos desses negociadores em negociação, relacionar os resultados encontrados com a satisfação dos clientes. Para isso, foi realizada uma pesquisa quantitativa, com a aplicação de um questionário fechado e estruturado a 532 negociadores desse banco que atuam nos estados de Santa Catarina, Rio de Janeiro e Maranhão, responsáveis pelo relacionamento, prospecção e realização de negócios com os clientes da instituição, nos segmentos pessoa física, micro e pequenas empresas e governo. Os dados foram analisados a partir de técnicas estatísticas, utilizando-se o método dos Mínimos Quadrados Parciais. Observou-se que mais de 40% da satisfação de cliente é explicada pelos valores subjetivos dos negociadores. O estudo apontou como resultados, dentre outros, que os gerentes de negócios com autoimagem independente valorizam o Self e os resultados instrumentais em uma negociação, e que a confiança interpessoal cognitiva modera negativamente essa relação. Ainda, que aqueles gerentes de negócios com autoimagem interdependente, valorizam o Rapport em uma negociação e que essa valorização está positivamente relacionada com a satisfação dos clientes.