search query: @author Wang, C. / total: 15
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Author: | Wang, C. Mowen, J. |
Title: | The separateness - connectedness self-schema: scale development and application to message construction |
Journal: | Psychology and Marketing
1997 : MAR, VOL. 14:2, p. 185-207 |
Index terms: | PSYCHOLOGY MARKETING ECONOMICS |
Language: | eng |
Abstract: | Two studies were conducted to assess separateness - connectedness (SC) as a new message variable and as a new individual difference variable in advertising. Study I began the process of developing a SC scale based on a sample of 140 college students attending a midwestern university. The 9-item, 2-factor scale revealed good reliability and construct validity. The structure of the overall model was then successfully tested on a new sample by confirmatory factor analysis. |
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