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Title: Seeking the threshold effect in self-reference theory : using collectivism to increase distance between real and ideal self-image
Authors: Ngan, Hui Hong.
Quek, Hein Luan.
Ng, Soo Rei.
Keywords: DRNTU::Business::Advertising
Issue Date: 2000
Abstract: 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 collectivists as two different groups to conduct the analysis.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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