Seeking the threshold effect in self-reference theory : using collectivism to increase distance between real and ideal self-image
Ngan, Hui Hong.
Quek, Hein Luan.
Ng, Soo Rei.
Date of Issue2000
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University