觀察現今國內廣告實務，無論本土或外國品牌，為了開拓閱聽人對於該品牌和產品的想像空間，在廣告標語、內文以及品牌名稱上，運用日語等外國語言的置入手法非常普遍，而此種在句子或廣告標語中置入外國語言，使其成為一種混合語言形式的廣告訊息策略，稱為「符碼轉換」（code-switching）。隨著日語學習人數的增加，以及哈日風潮的加持之下，此種日語轉碼宣傳策略，在未來仍有極大的成長空間。過去學界對於日語轉碼廣告效果的研究不多，僅初步論及其對觀眾之直接影響，且對其是否有效具有矛盾的發現。鑑此，本研究在台灣的情境下，系統性檢視日語轉碼廣告的作用，並探討可能影響其效果的干擾變數，此外，本研究認為廣告語言的轉碼除了可直接影響消費者的態度反應外，亦能影響其資訊處理模式，以不同的方式發揮作用，因此，亦結合「解釋水平理論（construal level theory）」探討轉碼廣告對於消費者知覺心理距離的影響，及其連帶造成的廣告效果。本研究分為兩個階段，實驗一證實，儘管日語轉碼與否不會單獨影響廣告效果，但是消費者的日語理解程度與品牌來源國會干擾日語轉碼的廣告效果。對於日語理解程度低者，未採用日語轉碼的廣告效果較佳，反觀，日語理解程度高者，台灣品牌採用日語轉碼之廣告效果較佳，日本品牌廣告轉碼與否則無顯著差異。實驗二發現，廣告採用日語轉碼相較於未採用者，會提升受測者所知覺與產品目標市場的社會距離，此外，日語轉碼搭配產品的主要屬性和未轉碼全中文廣告搭配次要屬性時，消費者對於廣告、產品的態度較佳，並擁有較高的購買意願，且實際選擇實驗品牌的可能性越高，而在低產品涉入的情境下，更能強化社會距離與廣告訊息解釋水平適配的廣告效果。

Observing recently advertising practices in Taiwan, not only local firms but also multinational corporations usually promote their brands or new products by using code-switching in the ad slogans, ad contents, and brand names. “Code-switching” refers to the insertion of foreign words or expressions into advertising, resulting in a mixed-language message. With the increasing population of learning Japanese and the tribe that adores Japan, Japanese code-switching advertising has great developing potential in the future. However, previous researchers have devoted little attention to the issues about the effects of Japanese code-switching advertising, limited their discussions on the main effects, and got mixed findings. Therefore, this study aims to systematically explore the persuasive impact of Japanese code-switching ads on Taiwanese consumers and the possible moderators of advertising effectiveness. Furthermore, this study presumes that besides the effects on consumers' attitudinal responses, code-switching advertising can also influence consumers’ information-processing modes and thus moderate the effects of other advertising elements. Therefore, this research utilizes the construal level theory to examine a different role of code-switching in advertising, that's its influence on consumers’ perceived social distance from the advertising target group. Two experiments are conducted to test the hypotheses. Experiment 1 reveals that although Japanese code-switching does not have a main effect on consumer advertising responses, consumers’ Japanese comprehension ability and brand-country of origin can moderate the effects of Japanese code-switching advertising. For consumers with low comprehension ability, advertising in whole Chinese version leads to better effects than does advertising with Japanese code-switching. In contrast, for consumers with high comprehension ability, if a Taiwan brand markets a product using code-switching
advertising rather than whole Chinese one, the ad effects would be better. As for a Japan brand, whether or not advertising uses code-switching, the results remain the same. The findings of Experiment 2 indicate that Japanese code-switching advertising would increase consumers' perceived social distance. Additionally, if Japanese code-switching ads feature primary attributes of advertised products or non-code-switching ads feature secondary product attributes, both types of matching will improve consumers' ad attitudes, product attitudes, purchase intentions, and the possibility of selecting advertised brands. Moreover, the match-up effects would be enhanced under low product-involvement condition. The implication of these and other findings are discussed.

壹、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究問題 7
第三節、 研究目的 7
貳、 文獻探討 9
第一節、 廣告的語言 9
第二節、 符碼轉換 10
第三節、 來源國的定義與效果 15
第四節、 解釋水平理論 18
第五節、 社會距離 19
第六節、 心理距離和訊息之適配關係 21
參、 研究架構與假說推論 25
第一節、 實驗一研究架構 25
第二節、 實驗一假說 25
第三節、 實驗二研究架構 29
第四節、 實驗二假說 29
肆、 實驗一 33
第一節、 研究方法 33
第二節、 分析方法 38
第三節、 分析結果 39
伍、 實驗二 56
第一節、 研究方法 56
第二節、 分析方法 67
第三節、 分析結果 67
陸、 結論與建議 102
第一節、 主要研究發現 102
第二節、 理論意涵 104
第三節、 實務意涵 110
第四節、 研究限制與未來研究方向 112
柒、 參考文獻 115
捌、 附錄一　前測一、正式實驗一的廣告與問卷 127
玖、 附錄二　前測二、三、四廣告與問卷 137
壹拾、 附錄三　實驗二正式實驗廣告與問卷 148

方杏華（2002）。日式風格廣告之廣告效果研究－性別、生活型態及日本流行文化喜愛度觀點（碩士論文）。取自http://thesis.lib.nccu.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dstdcdr&s=id=%22A2010000129%22.&searchmode=basic
日本交流協會（2009）。2009年度 台灣日本語教育調查報告書本文（中文翻譯）。取自http://www.koryu.or.jp/nihongo/ez3_contents.nsf/06/ED97926AA7BC824649256F430025B77D?OpenDocument
吳嵩浩（2012年6月8日）。全球最大保溫杯業者膳魔師為台灣爭光。時報周刊第1789期。中時電子報雜誌。取自http://mag.chinatimes.com/mag-cnt.aspx?artid=14379&perid=2537&page=2
周冠妏（2007）。品牌來源國效應、日本文化認同程度與廣告中呈現的國家印象一致性對產品評估的影響（碩士論文）。取自http://nccur.lib.nccu.edu.tw/handle/140.119/33143
周軒逸、練乃華（2010a）。旅遊廣告圖文比例的廣告效果研究：時間和空間距離之干擾。戶外遊憩研究，23(1)，27-52。
周軒逸、練乃華（2010b）。時間距離對負面競選廣告效果之影響。臺灣民主季刊，7(2)，33-76。
林正士（2006）。來源國與廣告內容聯想及品牌定位不一致之廣告效果（博士論文）。取自臺灣博碩士論文系統。
林正士、練乃華、周軒逸（2011）。另類廣告不一致：品牌來源國與品牌消費文　　化定位之觀點。廣告學研究，36，99-135。
林佳萱（2007年12月18日）。高中生哈日 日檢人數倍增。聯合新聞網。取自http://mag.udn.com/mag/campus/storypage.jsp?f_ART_ID=102267
林芳旭（2011年12月10日）。高中第二外語夯 13%高中生選修。世界民報全球資訊網。取自http://www.worldpeoplenews.com/news/15/2011-12/18882
浩騰媒體（2011年5月6日）。亞太區消費者媒體使用行為趨勢。中時行銷知識庫。取自http://marketing.chinatimes.com/ItemDetailPage/MainContent/05MediaContent.aspx?MMContentNoID=65522&MMMediaType=OMMEDIA
高國珍（2005）。日式符碼廣告效果之研究─由產品涉入度、品牌來源國、日本產品喜愛程度探討（碩士論文）。取自http://140.119.115.26/handle/140.119/49491
陳育婷（2011）。社會距離與時間距離對消費者評估的影響再探討（碩士論文）。取自臺灣博碩士論文系統。
黃吉村、劉宗其（2005）。文化認同下異國形象廣告效果之探討—以哈日風潮為例。中山管理評論，13(2)，417-449。
黃怡娟（2007）。廣告中符碼轉換現象之研究（碩士論文）。取自臺灣博碩士論文系統。
張慈恩（2009）。產品日文標示對消費者注意力及產品評估之影響（碩士論文）。取自http://etds.lib.ncku.edu.tw/etdservice/view_metadata?etdun=U0026-0812200915102767
莊世杰、鄭尹惠、王穗敏（2011）。產品來源國對衝動性購買之影響。企業管理學報，88，23-38。謝君怡（2010）。品牌來源國與符碼轉換語言一致性對產品評價之影響：消費者認同之干擾效果影響（碩士論文）。取自臺灣博碩士論文系統。
嚴文廷（2010年9月1日）。第2外語專班 日語最夯。聯合新聞網。取自http://mag.udn.com/mag/campus/storypage.jsp?f_ART_ID=268360
Aaker, J. L., & Lee, A. Y. (2006). Understanding regulatory fit. Journal of Marketing Research, 43(February), 15-19.
Ahluwalia, R. (2002). How prevalent is the negativity effect in consumer environments. Journal of Consumer Research, 29(Sep.), 270-279.
Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., & Boon, L. C. (2004). Does country of origin matter for low-involvement products? International Journal of Marketing Review, 21(1), 102-120.
Alden, D. L., Steenkamp, J.-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75-89.
Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
Barone, J. M. (2005). The interactive effects of mood and involvement on brand extension evaluation. Journal of Consumer Psychology, 15(3), 263-270.
Bergadaa, M. M. (1990). The role of time in the action of the consumer. Journal of Consumer Research, 17(3), 289-302.
Bian, X. & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects. European Journal of Marketing, 45(1/2), 191 – 216.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business studies, 13(1), 89-99.
Bishop, M. M., & Peterson, M. (2010). The impact of medium context on bilingual consumers’ responses to code-switched advertising. Journal of Advertising, 39(3), 55-67.
Biswas, K., Chowdhury, M. K. H., & Kabir, H. (2011). Effects of price and country of origin on consumer product quality perceptions: An empirical study in Bangladesh. International Journal of Management, 28(3), 659-674.
Block, L. G., & Keller, P. A. (1995). When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior. Journal of Marketing Research, 32(2), 192-203.
Brewer, M. B., & Weber, J. G. (1994). Self-evaluation effects of interpersonal versus intergroup social comparison. Journal of Personality and Social Psychology, 66, 268-275.
Calder, R., Phillips, L., & Tybout, A. (1981), Designing research for application. Journal of Consumer Research, 8(2): 197-207.
Carroll, R., & Luna, D. (2011). The other meaning of fluency. Journal of Advertising, 40(3), 73-84.
Carvalho, S., Samu, S., & Sivaramakrishnan, S. (2011). The effect of country-related brand associations and product attributes on attitude toward unfamiliar foreign brands: A schema congruity perspective. Journal of International Consumer Marketing, 23(2), 135-150.
Caudle, F. M. (1994). National boundaries in magazine advertising: perspectives on verbal and nonverbal communication. In B. G. Englis (Eds), Global and Multinational Advertising (pp. 117-140). Hillsdale, NJ: Lawrence Erlbaum.
Celsi, R. L. & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224.
Cesario, J., Grant, H., & Higgins E. T. (2004). Regulatory fit and persuasion: Transfer from ‘Feeling right’. Journal of Personality and Social Psychology, 86(3), 388-404.
Chakravarti, A. & Janiszewski, C. (2003). The influence of macro-level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30(2), 244-258.
Chen, H.-L. & Chang, Z.-C. (2009). Country-of-origin effect on consumer’s adoptionof cultural & creative products. Chiao Da Management Review, 29(2), 21-45.
Chu, P.-Y., Chang, C.-C., Chen, C.-Y., & Wang, T.-Y. (2010). Countering negative country-of-origin effects: The role of evaluation mode. European Journal of Marketing, 44(7/8), 1055-1076.
Chung, H. & Zhao, X. (2003). Humour effect on memory and attitude: moderating role of product involvement. International Journal of Advertising, 22(1), 117-144.
Dahl, D. W., Argo, J. J., & Morales, A. C. (2011). Social information in the retail environment : The importance of consumption alignment, referent identity, and self-esteem. Journal of Consumer Research, 38(5), 860-871.
Deshpande, R., & Stayman, D. (1994). A tale of two cities: distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31(1), 57-64.
de Zuniga1, H. G., Jung, N., & Valenzuela, S. (2012). Social Media Use for News and Individuals' Social Capital, Civic Engagement and Political Participation. Journal of Computer-Mediated Communication, 17(3), 319-336.
Dhar, R., & Kim, E. Y. (2007). Seeing the forest or the trees: implications of construal level theory for consumer choice. Journal of Consumer Psychology, 17(2), 96-100.
Erickson, G. M., Johansson, J. K., & Chao, P. (1984). Image variables in multi-attribute product evaluation: Country of origin effects. Journal of Consumer Research, 11(2), 694-699.
Fedorikhin, A., & Cole, C. A. (2004). Mood effects on attitudes, perceived risk, and choice: moderators and mediators. Journal of Consumer Psychology, 14(1/2), 2-12.
Festervand, T. A., Lumpkin, J. R., & Lundstrom, W. J. (1985). Consumers’ perceptions of imports: An update and extension. Akron Business and Economic Review, 16(1), 31-36.
Fiedler, F. E., & Garcia, J. E. (1987). New approaches to leadership: Cognitive resources and organizational performance. New York, NY: Wiley.
Fiske, S. T., & Taylor, S. (1991). Social Cognition, 2nd ed., New York, NY: McGraw-Hill.
Fleming, M. A., & Petty, R. E. (2000). Identity and persuasion: an elaboration likelihood approach. In J. T. Deborah, & M. A. Hogg (Eds), Attitudes, Behavior, and Social Context: The Role of Norms and Group Membership (pp. 171-199).Mahwah, NJ: Lawrence Erlbaum.
Fujita, K., Henderson, M., Eng, J., Trope, Y., & Liberman, N. (2006). Spatial distance and mental construal of social events. Psychological Science, 17(4), 278-282.
Giraldi, J. M. E. & Ikeda, A. A. (2009). Personal values and the country-of-origin effect: The moderating role of consumers’ demographics. International Journal of Consumer Studies, 33(3), 309-315.
Grier, S. A., & Brumbaugh, A. M. (1999). Noticing cultural differences: Ad meanings created by target and non-target markets. Journal of Advertising, 28(1), 79-93.
Hamelin, N., Ellouzi, M., & Canterbury, A. (2011). Consumer ethnocentrism and country-of-origin effects in the Moroccan market. Journal of Global Marketing, 24(3), 228-244.
Han, C. M. (1989). Country image: halo or summary construct? Journal of Marketing Research, 26(2), 222-229.
Han, C. M., & Terpstra, V. (1988). Country-of-origin effects for uni-national and bi-national products. Journal of International Business Studies, 19(2), 235-255.
Harmon, R., & Coney, H. (1982). The Persuasive Effects of Source Credibility in Buy and Lease Situations. Journal of Marketing Research, 19, 255-260.
Harris, G., & Attour, S. (2003). The international advertising practices of multinational companies: a content analysis study. European Journal of Marketing, 37(1/2), 154-168.
Henderson, S. & Hoque, S. F. (2010). The ethnicity impact on attitudes toward country of origin for products with different involvement levels. Journal of International Consumer Marketing, 22(3), 271-291.
Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of Personality and Social Psychology, 84(6), 1140-1153.
Hong, S. & Wyer, R.S. Jr. (1989). Effects of country of origin and product attribute information on product evaluation: An information processing perspective. Journal of Consumer Research, 16(2), 175-185.
Idson, L. C., & Mischel, W. (2001). The personality of familiar and significant people: The lay perceiver as a social-cognitive theorist. Journal of Personality and Social Psychology, 80(April), 585-596.
Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: a new methodological perspective. Journal of Marketing Research, 22(4), 388-396.
Johansson, J. K. & Thorelli, H. B. (1985). International product positioning. Journal of International Business Studies, 16(3), 57-75.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kim, H., Rao, A. R., & Lee, A. Y. (2009). It’s time to vote: the effect of matching message orientation and temporal frame on political persuasion. Journal of Consumer Research, 35(6), 877-889.
Kim, K., Zhang, M., & Li, X. (2008). Effects of temporal and social distance on consumer evaluations. Journal of Consumer Research, 35(4), 706-713.
Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19-41.
Koslow, S., Shamdasani, N. P., & Touchstone, E. E. (1994). Exploring language effects in ethnic advertising: a sociolinguistic perspective. Journal of Consumer Research, 20(4), 575-585.
Kotler, Philip (2003). Marketing Management, 11th Ed., Prentice Hall: New York, NY.
Krishna, A., & Ahluwalia, R. (2008). Language choice in advertising to bilinguals: asymmetric effects for multinationals versus local firms. Journal of Consumer Research, 35(4), 692-705.
Kumara, S., & Canhua, K. (2010). Perceptions of country origin: An approach to identifying expectations of foreign products. Journal of Brand Management, 17(5), 343-353.
Labroo, A. A., & Lee, A. Y. (2006). Between two brands: A goal fluency account of brand evaluation. Journal of Marketing Research, 43(August), 374-385.
Lee, J.-G., & Thorson, E. (2008). The impact of celebrity-product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433-449.
Lee, S., Johnson, Z., & He, X. (2009). Brand origin or product origin? The effects of country of origin fit on brand evaluation. Advances in Consumer Research, 36, 1013-1014.
Lee, Y. H., & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of Consumer Research, 26(3), 156-169.
Liberman, N., Sagristano, M., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of Experimental Social Psychology, 38(6), 523-534.
Liberman, N., Trope, Y., & Wakslak, C. (2007). Construal level theory and consumer behavior. Jorunal of Consumer Psychology, 17(2), 113-117.

Liberman, N., Trope, Y., & Stephan, E. (2007). Psychological distance. In Social Psychology: handbook of basic principles, 2, ed. Arie W. Kruglanski and E. Tory Higgins, New York: Guilford, 353-383.
Lim, K. & O’Cass, A. (2001). Consumer brand classifications: an assessment of culture-of-origin versus country-of-origin. The Journal of Product and Brand Management, 10(2), 120-136.
Lin, L. Y. & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248-265.
Linville, P. W., Fischer, G. W., & Yoon, C. (1996). Perceived covariation among the features of ingroup and outgroup members: The outgroup covatiation effect. Journal of Personality and Social Psychology, 70(March), 421-436.
Liviatan, I., Trope, Y., & Liberman N. (2008). Interpersonal similarity as a social distance dimension: Implications for perception of others’ actions. Journal of Experimental Social Psychology, 44(5), 1256-1269.
Luna, D., & Peracchio, L. A. (2005) Advertising to bilingual consumers: The impact of code-switching on persuasion. Journal of Consumer Research, 31(4), 760-765.
Machida, S. (2001). Japanese text comprehension by Chinese and non-Chinese background learners. System, 29(1), 103-118.
MacKenzie, S.B., Lutz, R.J., & Belch, G.E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
Maheswaran, D. (1994). Country of origin as stereotype: Effects of consumer expertise and attribute strength on product evaluations. Journal of Consumer Research, 21(2), 354-365.
Mandler, G. (1982). The structure of value: Accounting for taste. In M. S. Clark & S. T. Fisk (Eds.), Affect and cognition: The seventeenth annual carnegie symposium on cognition (pp. 3-36). Hillsdale, NJ: Lawrence Erlbaum Associates.
Martin, B. A. S., Gnoth, J. , & Strong, C. (2009). Temporal construal in advertising: The moderating role of temporal orientation and attribute importance in consumer evaluations. Journal of Advertising, 38(3), 5-19.
Melnyk, V., Klein, K., & Volckner, F. (2012). The double-edged sword of foreign brand names for companies from emerging countries. Journal of Marketing, 76(6), 21-37.
Muehling, D. D., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25-35.
Noriega, Jamie, & Edward, B. (2008). Advertising to bilinguals: Does the language of advertising influence the nature of thoughts? Journal of Marketing, 72 (September), 69-83.
Okazaki, S., Katsukura, A., & Nishiyama, M. (2007). How mobile advertising works: The role of trust in improving attitudes and recall. Journal of Advertising Research, 47, 165–178.
Olson, J. (1972). Cue utilization in the quality perception process: A cognitive model and an empirical test. (Doctoral dissertation, Indiana, Purdue university). Retrieved from http://search.proquest.com/docview/302618842/citation?accountid=12698
Parameswaran, R., & Pisharodi, R. M. (1994). Facets of country of origin image: An empirical assessment. Journal of Advertising, 23(1), 43-56.
Parsa, H. G., Gregory, A., Self, J., & Dutta, K. (2012). Consumer behavior in restaurants: Ass-essing the importance of restaurant attributes in consumer patronage and willingness to pay. Journal of Service Research, 12(2), 29-56.
Peracchio, L. A., & Tybout, A. M. (1996). The moderating role of prior knowledge in schema-based product evaluation. Journal of Consumer Research, 23(3), 177-192.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Berkowitz, L. (Eds.), Advances in Experimental Social Psychology, New York: Academic Press, 123-205.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. The Journal of Consumer Research, 10, 135-146.
Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(March), 503-518.
Putrevu, S. (2008) Consumer responses toward sexual and nonsexual appeals: The influence of involvement, need for cognition (NFC), and gender. Journal of Advertising, 37(2), 57-70.
Quester, P., & Lim, A. L. (2003). Product involvement/brand loyalty: is there a link?, Journal of Product & Brand Management, 12(1), 22-38.
Reber, R., Schwarz, N., & Winkielman, P. (2004). Processing fluency and aesthetic pleasure: Is beauty in the perceiver’s processing experience? Personality and Social Psychology Review, 8(4), 346-382.
Roth, M. S., & Romeo, J. B. (1992). Matching product and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497.
Saeed, S. (1994). Consumer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
Sagristano, M., Trope, Y., & Liberman, N. (2002). Time-dependent gambling: Odds now, money later. Journal of Experimental Psychology: General, 131(3), 364-376.
Saran, R., & Gupta, N. (2012). Country of origin vs. consumer perception: A literature review. IUP Journal of Marketing, 11(4), 66-75.
Schooler, R. D. (1971). Bias phenomena attendant to the marketing of foreign goods in the U.S. Journal of International Business Studies, 2(1), 71-80.
Schwarz, N. (1990). Handbook of motivation and cognition: Foundations of social behavior. New York: Guilford.
Shirin, K., & Kambiz, H. (2011). The effect of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions. Chinese Business Reivew, 10(8), 601-615.
Smith, P. K., & Trope, Y. (2006). You focus on the forest when you’re in charge of the trees: Power priming and abstract information processing. Journal of Personality and Social Psychology, 90(4), 578-596.
Stafford, M. R., Stafford, T. F., & Day, E. (2002) A contingency approach: The effects of Spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35.
Stayman, D. M., Alden, D. L., & Smith, D. H. (1992). Some effects of schematic processing consumer expectations and disconfirmation judgments. Journal of Consumer Research, 19(2), 240-255.
Stephan, E., Liberman, N., & Trope, Y. (2010). Politeness and psychological distance: A construal level perspective. Journal of Personality and Social Psychology, 98(2), 268-280.
Sternthal, B., Dholakia, R. R., & Leavitt, C. (1978). The Persuasive Effect of Source Credibility Tests of Cognitive Response. Journal of Consumer Research, 4, 252-260.
Trope, Y., & Liberman, N. (2000). Temporal construal and time-dependent changes in preference. Journal of Personality and Social Psychology, 79(6), 876-889.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421.
Trope, Y., Liberman, N., & Wakslak C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95.
Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1997). Rediscovering the Social Group: A Self-Categorization Theory, Cambridge, MA: Blackwell.
Walsh, P. A. (1995). The impact of temporal orientation on higher order choices: A phenomenological investigation. In Advances in Consumer Research, 22, Frank R. Kardes and Mita Sujan eds., Provo, UT: Association for Consumer Research, 311-317.
Wong, K. A. & Folkes, V. (2008). Country-of-origin effects on consumers’ attribution and word-of-mouth communication about services. Advances in Consumer Research, 35, 1029-1032.
Wright, P. (1986). Schemer schema: Consumers’ intuitive theories about marketers’ influence tactics. Advances in Consumer Research, 13, 1-3.
Wyckham, R. G. (1984). The Language of advertising: Copy writers versus pop grammarians. International Journal of Advertising, 3(4), 301-310.
Wyer Jr., R. S. (2002). Language and advertising effectiveness: Mediating influences of comprehension and cognitive elaboration. Psychology & Marketing, 19, 693-712. Zhao, M., & Xie, J. (2011). Effects of social and temporal distance on consumers’ responses to peer recommendations. Journal of Marketing Research, 48, 486-496.