GETTING ALONG AND GETTING AHEAD AS MOTIVES FOR SELF-PRESENTATION - THEIR IMPACT ON ADVERTISING EFFECTIVENESS

Authors
CELUCH K SLAMA M
Citation
K. Celuch et M. Slama, GETTING ALONG AND GETTING AHEAD AS MOTIVES FOR SELF-PRESENTATION - THEIR IMPACT ON ADVERTISING EFFECTIVENESS, Journal of applied social psychology, 25(19), 1995, pp. 1700-1713
Citations number
26
Categorie Soggetti
Psychology, Social
Journal title
Journal of applied social psychology → ACNP
ISSN journal
00219029
Volume
25
Issue
19
Year of publication
1995
Pages
1700 - 1713
Database
ISI
SICI code
0021-9029(1995)25:19<1700:GAAGAA>2.0.ZU;2-U
Abstract
This research takes a multidimensional approach to the study of self-p resentation by employing scales which measure protective and acquisiti ve motives for self-presentation termed getting-along and getting-ahea d respectively (Lennox & Wolfe, 1984). The getting-along and getting-a head motives for self-presentation are found to be positively related to the effectiveness of different types of image ads, supporting the h ypothesis that consistency between the appeal type and the underlying motivation for self-presentation is positively associated with ad effe ctiveness.