How to stop binge drinking and speeding motorists : effects of relational-interdependent self-construal and self-referencing on attitudes toward social marketing

Martin, Brett A.S., Lee, Christina Kwai-Choi, Weeks, Clinton, & Kaya, Maria (2013) How to stop binge drinking and speeding motorists : effects of relational-interdependent self-construal and self-referencing on attitudes toward social marketing. Journal of Consumer Behaviour, 12(1), pp. 81-90.

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Abstract

How can marketers stop speeding motorists and binge drinking? Two experiments show that the beliefs consumers have about the degree to which they define themselves in terms of their close relationships (i.e., relational-interdependent self-construal (RISC)) offer useful insights into the effectiveness of communications for two key social marketing issues—road safety (Study 1, New Zealand sample) and alcohol consumption (Study 2, English sample). Further, self-referencing is a mechanism for these effects. Specifically, people who define themselves in terms of their close relationships (high-RISCs) respond most favorably to advertisements featuring a dyadic relationship (two people), and this favorable response is mediated by self-referencing. In contrast, people who do not include close relationships in their sense of self (low-RISCs) respond most favorably to self-reference advertisements featuring solitary models.

Impact and interest:

6 citations in Scopus
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4 citations in Web of Science®

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ID Code: 58563
Item Type: Journal Article
Refereed: Yes
DOI: 10.1002/cb.1417
ISSN: 1472-0817
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 John Wiley & Sons, Ltd.
Deposited On: 27 Mar 2013 00:40
Last Modified: 02 Feb 2014 07:16

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