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Published in:
2015 | OriginalPaper | Chapter
Comparing the Effectiveness of Advertising Appeals to the "Real" Self versus the "Ideal" Self in a Personal Investment Situation
Authors : John H. Holmes, Timothy M. Calvin
Published in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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The study considers the appropriateness of two types of advertising appeals--one directed to the "real" self, the other to the "ideal" self--and measures their relative effectiveness in promoting a personal investment,
viz
., a graduate degree program. Based upon self-concept theory and previous empirical research, three hypotheses were derived and tested using a between-subjects experimental design. Selected analyses of the data obtained from 217 subjects produced mixed results. Specific findings and their implications are discussed.