Advertising for Symbolic Consumption: Exploring the Moderating Effects of Social Inequality in Formation of Attitude Toward the Ad

摘要

Research on advertising's appeal type has highlighted situa-tions that consumers' product choice is influenced by the intrinsic attributes of the products. However, they have largely ignored conditions in which consumption are consid-ered as a social tool, serving as a means of communication between the individuals and people that they are compared with (Banister and Hogg, 2004).