Efektywność marketingowa reklam sprawczych i wspólnotowych: efekt zbieżności z dążeniowym i wspólnotowym „Ja”

How different autonomous vehicle presentation influences its acceptance: Is a communal car better than agentic one?

“…Therefore, according to DPM-AC the agent wants to pursue his/her goals efficiently [25,72], and we think that the high perceived ease of use of communal AV allows for such efficiency. Nevertheless, these results are inconsistent with other studies where goal-oriented people valued agency more than communion [72,81,83,87]. Based on the aforementioned self-congruity effect [90], we are convinced that in communal AV advertisement condition goal-oriented people (agent's perspective) value something very positively and this resulted in a greater acceptance.…”

“…Therefore, to the employees of such companies, the agency of the leader is more important than his communion (relation of interdependence). Similar interdependence effect appears in the advertising context when the product promises to help the consumer achieve personal goals [87,89]. Even though these results do not pertain to technology acceptance, they reveal something about the specific nature of the agentic and communal content for social cognition.…”

“…Our investigation has implications for the promotion and communication of AVs in a congruity with agent's and observer's perspectives [87,88,90]. Marketers, R&D managers and engineers in the AV industry should use the social-cognitive characteristics to enhance new technology product adaptation [22,144].…”

“…Such advertisements also form positive attitudes towards offered sports services and a sense of greater self-efficacy while using them, which in turn leads to the intention to exercise [77]. Recent study also showed that recipient's communal orientation is correlated with attitudes towards advertisements that express communal traits [87]. All aforementioned phenomena are called the communion over agency effect [84][85][86].…”