Vol.6 No.3 (August 2016)
The Research Review and Future Practical Management on the First Person Effect in the Marketing Communicating Field
The first person effect is a kind of phenomenon widely existing in communication field which refers to audiences’ perception about the difference between the information’s influence on them and on others. Compared with the research within news and political field, those in marketing communicating received less attention. Thus, the literatures during recent 30 years were reor-ganized in this article. Furthermore, the relationship between the first person effect and consumer behavior was also analyzed from the view point of FPE’s effect on consumer behavior, self, adver-tising information, consumer emotion and so on. Finally, some points about future research direc-tions and application were put forward as well.
戚海峰 , 吴少华 , 费鸿萍 , 郑玉香 , 姜 一 (2016) 营销传播中的第一人效果理论研究与管理实践展望。 现代市场营销， 6， 21-31. doi: 10.12677/MOM.2016.63004
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