Seeking the threshold effect in self-reference theory : using collectivism to increase distance between real and ideal self-image

This research commenced with the intention to seek a threshold effect for collectivists regarding their attitudes towards advertisements as the distance between their self-image and the image projected in an advertisement is accentuated. The experimental process makes use of the individualists and c...

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Bibliographic Details
Main Authors: Ngan, Hui Hong., Quek, Hein Luan., Ng, Soo Rei.
Other Authors: Marshall, Roger
Format: Final Year Project
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/8521
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Institution: Nanyang Technological University