OBSERVATIONS: Using Self-Concept to Assess Advertising Effectiveness
提出概念收敛分析法，利用自我概念等心理变量细分受众，发现消费者自我形象与品牌形象一致时购买意愿更强，帮助广告主优化决策。
Concept Convergence Analysis (CCA) provides a framework to use psychological variables such as self-concept to better assess advertising performance. Segmenting audiences based on their self-concept can provide valuable insight into the effectiveness of advertising in influencing consumers. Additionally, the convergence of consumer self-image and perceived brand image can be an important mediating variable in consumer decisions regarding the advertised brand: Purchase intent was found to be stronger for respondents whose self-image and perceived brand image are congruent. Through the application of CCA, a new technique using psychological profiles based on self-concept, it is shown how copy research results could be better utilized for actionable decision making. The case of a fragrance brand is presented.