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Keywords: Self-construct
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Journal Articles
Image congruence and visual object structure of anthropomorphic advertisement-eye movement research based on self-construct
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Journal of Contemporary Marketing Science (2021) 4 (2): 260–279.
Published: 24 August 2021
... experiments of 2 (congruence: high and low) *2(visual object structure: juxtaposition and fusion)*2(self-construct: interdependent and independent). This study discusses the difference in the attractiveness of interdependent and independent consumers in the context of high congruence, juxtaposition and fusion...
