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情境性调节定向对新产品沟通效果的影响研究 被引量:9

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摘要 动机心理学理论认为,产品购买决策是消费者在自我调节系统指导下进行的目标达成过程。基于调节定向理论,本研究指出消费者的情境性调节定向会因新产品类型的不同而有所差别,并通过实证研究得出了相应的广告信息框架策略以提高新产品沟通的效果。
出处 《管理世界》 CSSCI 北大核心 2013年第1期184-185,共2页 Journal of Management World
基金 国家自然科学基金项目(No:70972134 No:71090402 No:71072169)的研究成果
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参考文献7

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二级参考文献9

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