The effect of geographic indication in advertising background pictures on product evaluation: The moderating role of familiarity |
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| Authors: | Yeung‐Jo Kim Sie‐Yeoun Song Junsang Yeo |
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| Institution: | 1. College of Business, Dankook University, Cheonan‐si, Chungnam, Korea;2. Business & Commerce, Baekseok University, Cheonan‐si, Chungnam, Korea;3. Dongguk Business School, Dongguk University, Seoul, Korea |
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| Abstract: | This study investigates whether geographic indications in the backgrounds of advertising pictures might affect the viewer's evaluation of a product. The findings reveal that participants in the proximal geographic indication evaluated the product more favourably than those in the distal geographic indication when they were exposed to feasibility‐related information. By contrast, participants in the distal geographic indication evaluated the product more favourably than those in the proximal geographic indication when they were exposed to desirability‐related information. However, familiarity with geographic indications eliminated this effect. |
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| Keywords: | background picture construal level theory (CLT) geographic indication high‐level construal low‐level construal |
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