進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-0702201513335800
論文名稱(中文) “Do You Like Familiar or Bizarre Experience?”: The Effect of Proximal vs. Far Cultural Psychological Distance on Brand Preference
論文名稱(英文) “Do You Like Familiar or Bizarre Experience?”: The Effect of Proximal vs. Far Cultural Psychological Distance on Brand Preference
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 103
學期 1
出版年 104
研究生(中文) 施瑞西
研究生(英文) Suresh Rangapillai
電子信箱 sureshrangapillai@yahoo.in
學號 RA6027104
學位類別 碩士
語文別 英文
論文頁數 83頁
口試委員 指導教授-高如妃
口試委員-王鈿
口試委員-陳正忠
中文關鍵字 “none” 
英文關鍵字 Construal level theory  Cultural distance  Cosmopolitanism  Nostalgia 
學科別分類
中文摘要 "none"
英文摘要 Goal construal theory has it that special distance, time distance, and psychological distance influence individuals’ decision in that they relying on high versus low level of knowledge in decision making. None of the study has applied the construal theory in cross-cultural consumption study.Based on the notion of goal construal level theory, this study examines the effect of psychological distance in a cross-cultural context, proximal versus far cultural distant, on the consumption pattern of Taiwanese and Indian consumers. This study also investigates the moderating effect of cosmopolitanism and nostalgia in brand choice. This study finds that people of far cultural distant are influenced by high construal level product knowledge. Their attitudes, personal skills, knowledge towards other culture are more related to abstract value. These people generally relying only on high level construal values, i.e. hedonic values, to make decision. On the other hand, people of proximal cultural distant are influenced by both high construal level knowledge and low construal level knowledge, which includes details and fact related information, in their decision making. This study also finds that cosmopolitanism influences consumers choice, but it does not moderate the relationship of knowledge construal’s influence on brand choice. Also, contrarily to previous studies, nostalgia is found to have no effect in consumption choice.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VIII
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 2
1.3 Research Gap. 4
1.4 Research Objectives. 5
1.5 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Goal Construal Theory. 7
2.1.1 Level of Construal. 8
2.2 Different Mode of Psychological Distance. 9
2.2.1 Temporal Distance. 9
2.2.2 Spatial Distance. 11
2.2.3 Social Distance. 12
2.2.4 Hypothetical Distance. 13
2.2.5 Cultural Distance. 14
2.3 Consumer Knowledge Structure. 15
2.4 Hypotheses Development. 17
2.4.1 Cultural Distance. 17
2.4.2 Moderating Effect of Cosmopolitanism between Cultural Distance and Brand Evaluations. 18
2.4.3 The Moderating Effect of Nostalgia between Cultural Distance and Brand Evaluations. 19
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 20
3.1 Conceptual Model. 20
3.2 Definition of Variables. 21
3.3 Summary of Research Hypotheses. 22
3.4 Construct Measurement. 23
3.4.1 Product Knowledge Structures. 23
3.4.2 Cosmopolitanism. 23
3.4.3 Nostalgia. 24
3.4.4 Brand Preference. 24
3.5 Research Design. 24
3.5.1 Study One. 25
3.5.2 Study Two. 26
3.6 Mode of Analysis. 26
3.6.1 Descriptive Statistics. 27
3.6.2 Reliability Test (Cronbach’s Alpha). 27
CHAPTER FOUR DATA ANALYSIS RESULTS 28
4.1 Descriptive Analysis. 28
4.1.1 Data Collection. 28
4.1.2 Characteristics of Respondents. 28
4.1.3 Measurement Results for Research Variables. 30
4.2 Variable Measurement. 32
4.2.1 Dependent Variable Measurement. 32
4.2.2 Independent Variable: Cultural Distance 32
4.2.3 Mediator Measurement High Construal Knowledge vs. Low Construal Knowledge. 33
4.2.4 Moderator Measurement: Cosmopolitanism. 35
4.2.5 Moderator Measurement: Nostalgia. 35
4.3 Testing Hypotheses 1 (Study One). 35
4.3.1 Testing Hypothesis 1a. 35
4.3.2 Testing Hypothesis 1b. 36
4.4 Testing Hypotheses 2 (Study One). 38
4.4.1 Testing Hypothesis 2a and 2b. 38
4.5 Testing Hypotheses 3 (Study One). 41
4.5.1 Testing Hypothesis 3a and 3b. 42
4.6 Testing Hypotheses 1 (Study Two). 47
4.6.1 Testing Hypothesis 1a. 47
4.6.2 Testing Hypothesis 1b 48
4.7 Testing Hypotheses 2 (Study Two). 50
4.7.1 Testing Hypothesis 2a. 50
4.7.2 Testing Hypothesis 2b. 52
4.8 Testing Hypotheses 3 (Study Two). 52
4.8.1 Testing Hypothesis 3a. 52
4.8.2 Testing Hypothesis 3b. 54
CHAPTER FIVE CONCLUSION 55
5.1 Research Conclusion. 55
5.2 Theoretical Implementation. 57
5.3 Managerial Implementation. 58
5.4 Limitation and Recommendation. 58
RFERENCES 60
APPENDICES 64
Appendix 1: Reason for Taiwan brand like list gathered and collected 64
Appendix 2: Reason for Taiwan brand dislike list gathered and collected 64
Appendix 3: Reason for like the brand grouped into 5 categories by judge 1 65
Appendix 4: Reason for like the brand grouped into 3 categories by judge 2 65
Appendix 5: Reason for like the brand grouped into 4 categories by judge 3 66
Appendix 6: Reason for like the brand grouped into 3 categories by judge 4 66
Appendix 7: Final list for like the brand grouped into 5 categories 67
Appendix 8: Reason for dislike the brand grouped into 5 categories by judge 1 67
Appendix 9: Reason for dislike the brand grouped into 5 categories by judge 2 68
Appendix 10: Reason for dislike the brand grouped into 3 categories by judge 3 69
Appendix 11: Final list for dislike the brand grouped into 5 categories 69
Appendix 12: Reason for Taiwanese like Indian tea list gathered and collected 70
Appendix 13: Reason for Taiwanese dislike list Indian tea gathered and collected 70
Appendix 14: Final list for like brand grouped into 4 categories by judge 1 70
Appendix 15: Final list dislike the brand grouped into 4 categories by judge 1 71
Appendix 16: Research Questionnaire (Study One) 71
Appendix 17: Research Questionnaire (Study Two) 77
參考文獻 Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101.

Armor, D. A., & Sackett, A. M. (2006). Accuracy, error, and bias in predictions for real versus hypothetical events. Journal of Personality and Social Psychology, 91(4), 583-600.

Bar-Anan, Y., Liberman, N., & Trope, Y. (2006). The association between psychological distance and construal level: Evidence from an implicit association test. Journal of Experimental Psychology: General, 135(4), 609-622.

Bettman, J. R. (1979). Information processing theory of consumer choice. Massachusetts: Addison-Wesley Pub. Co.
Calhoun, C. (2008). Cosmopolitanism and nationalism. Nations and Nationalism, 14(3), 427-448.

Campbell, M. C., & Kirmani, A. (2000). Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83.

Castro, I. A., Morales, A. C., & Nowlis, S. M. (2013). The influence of disorganized dhelf displays and limited product quantity on consumer purchase. Journal of Marketing, 77(4), 118-133.

Cleveland, M. (2007). Globals, locals, and creoles: Acculturation to global consumer culture, ethnic identity, and consumptionscapes. Saarbrücken: VDM-Verlag Müller.

Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1), 116-146.

Cleveland, M., Laroche, M., Takahashi, I., & Erdoğan, S. (2014). Cross-linguistic validation of a unidimensional scale for cosmopolitanism. Journal of Business Research, 67(3), 268-277.

Crawford, J. C., & Lamb Jr, C. W. (1982). Effect of worldmindedness among professional buyers upon their willingness to buy foreign products. Psychological Reports, 50(3), 859-862.

Eyal, T., Liberman, N., Trope, Y., & Walther, E. (2004). The pros and cons of temporally near and distant action. Journal of Personality and Social Psychology, 86(6), 781-795.

Freitas, A. L., Salovey, P., & Liberman, N. (2001). Abstract and concrete self-evaluative goals. Journal of Personality and Social Psychology, 80(3), 410-424.

Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.

Fujita, K. (2008). Seeing the forest beyond the trees: A construal‐level approach to self‐control. Social and Personality Psychology Compass, 2(3), 1475-1496.

Fujita, K., Eyal, T., Chaiken, S., Trope, Y., & Liberman, N. (2008). Influencing attitudes toward near and distant objects. Journal of Experimental Social Psychology, 44(3), 562-572.

Fujita, K., Henderson, M. D., Eng, J., Trope, Y., & Liberman, N. (2006). Spatial distance and mental construal of social events. Psychological Science, 17(4), 278-282.

Gambetti, R. C., Graffigna, G., & Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement. International Journal of Market Research, 54(5), 659-687.

Hannerz, U. (1990). Cosmopolitans and locals in world culture. Theory, Culture and Society, 7(2), 237-251.

Henderson, M. D., Fujita, K., Trope, Y., & Liberman, N. (2006). Transcending the" here": The effect of spatial distance on social judgment. Journal of Personality and Social Psychology, 91(5), 845-856.

Higgins, E. T. (1996). Knowledge activation: Accessibility, applicability, and salience. New York: Guilford.

Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.

Joseph, A., & Wesley Hutchinson, J. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.

Kahneman, D., & Tversky, A. (1977). Intuitive prediction: Biases and corrective procedures. London: Cambridge University Press.Kardes, F. R., Cronley, M. L., & Kim, J. (2006).

Construal-level effects on preference stability, preference-behavior correspondence, and the suppression of competing brands. Journal of Consumer Psychology, 16(2), 135-144.

Kirmani, A., & Campbell, M. C. (2004). Goal seeker and persuasion sentry: How consumer targets respond to interpersonal marketing persuasion. Journal of Consumer Research, 31(3), 573-582.

Kirmani, A., & Zhu, R. (2007). Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge. Journal of Marketing Research, 44(4), 688-701.

Labroo, A. A., & Lee, A. Y. (2006). Between two brands: A goal fluency account of brand evaluation. Journal of Marketing Research, 43(3), 374-385.

Lee, A. Y., & Labroo, A. A. (2004). The effect of conceptual and perceptual fluency on brand evaluation. Journal of Marketing Research, 41(2), 151-165.

Liberman, N., & Förster, J. (2009). Distancing from experienced self: How global-versus-local perception affects estimation of psychological distance. Journal of Personality and Social Psychology, 97(2), 203-216.

Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75(1), 5-18.

Liberman, N., Trope, Y., & Wakslak, C. (2007). Construal level theory and consumer behavior. Journal of Consumer Psychology, 17(2), 113-117.

Liviatan, I., Trope, Y., & Liberman, N. (2008). Interpersonal similarity as a social distance dimension: Implications for perception of others’ actions. Journal of Experimental Social Psychology, 44(5), 1256-1269.

Main, K. J., Dahl, D. W., & Darke, P. R. (2007). Deliberative and automatic bases of suspicion: Empirical evidence of the sinister attribution error. Journal of Consumer Psychology, 17(1), 59-69.

Marks, L. J., & Olson, J. C. (1981). Toward a cognitive structure conceptualization of product familiarity. Advances in Consumer Research, 8(1), 145-150.

Matthews, J. L., & Matlock, T. (2011). Understanding the link between spatial distance and social distance. Social Psychology, 42(3), 185-192.

McNamara, T. P. (1986). Mental representations of spatial relations. Cognitive Psychology, 18(1), 87-121.

Nijssen, E. J., & Douglas, S. P. (2008). Consumer world-mindedness, social-mindedness, and store image. Journal of International Marketing, 16(3), 84-107.

Nussbaum, S., Liberman, N., & Trope, Y. (2006). Predicting the near and distant future. Journal of Experimental Psychology: General, 135(2), 152-161.

Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism: Review and replication of the CYMYC scale. Journal of Business Research, 62(4), 407-419.

Smith, P. K., & Trope, Y. (2006). You focus on the forest when you're in charge of the trees: Power priming and abstract information processing. Journal of Personality and Social Psychology, 90(4), 578-596.

Torelli, C. J., & Kaikati, A. M. (2009). Values as predictors of judgments and behaviors: The role of abstract and concrete mindsets. Journal of Personality and Social Psychology, 96(1), 231-247.

Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421.

Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440-463.

Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95.

Vallacher, R. R., & Wegner, D. M. (1987). What do people think they're doing? Action identification and human behavior. Psychological Review, 94(1), 3-15.

Van Boven, L., Kane, J., McGraw, A. P., & Dale, J. (2010). Feeling close: Emotional intensity reduces perceived psychological distance. Journal of Personality and Social Psychology, 98(6), 872-885.

Van Lange, P. A., Kruglanski, A. W., & Higgins, E. T. (2012). Handbook of theories of social psychology (Vol. 2). Thousand Oaks, California: Sage Publications.

Wakslak, C., & Trope, Y. (2009). The effect of construal level on subjective probability estimates. Psychological Science, 20(1), 52-58.

Wakslak, C. J., Nussbaum, S., Liberman, N., & Trope, Y. (2008). Representations of the self in the near and distant future. Journal of Personality and Social Psychology, 95(4), 757-773.

Wakslak, C. J., Trope, Y., Liberman, N., & Alony, R. (2006). Seeing the forest when entry is unlikely: Probability and the mental representation of events. Journal of Experimental Psychology: General, 135(4), 641-653.

Waldron, J. (2000). What is cosmopolitan? Journal of Political Philosophy, 8(2), 227-243.

Walker, B., Celsi, R., & Olson, J. (1987). Exploring the structural characteristics of consumers' knowledge. Advances in Consumer Research, 14(1), 17-21.

Watkins, E. R. (2008). Constructive and unconstructive repetitive thought. Psychological Bulletin, 134(2), 163-206.

Wei, M.-L., Fischer, E., & Main, K. J. (2008). An examination of the effects of activating persuasion knowledge on consumer response to brands engaging in covert marketing. Journal of Public Policy & Marketing, 27(1), 34-44.

Williams, L. E., & Bargh, J. A. (2008). Keeping one's distance the influence of spatial sistance sues on affect and evaluation. Psychological Science, 19(3), 302-308.

Woodward, I., Skrbis, Z., & Bean, C. (2008). Attitudes towards globalization and cosmopolitanism: Cultural diversity, personal consumption and the national economy. The British Journal of Sociology, 59(2), 207-226.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2020-07-31起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2020-07-31起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw