中文摘要：

以叙事运输理论和社会心理自我概念模型为理论背景，通过两个实验对自我构念对想象广告策略的影响进行了探讨。实验结果验证了想象广告会显著提高独立自我构念者的购买意愿，但对依存自我构念者影响不显著；自我构念对想象效应的调节作用不因广告场景提示的变化而变化；无论是强说服或弱说服的想象广告都能提高独立自我构念者的购买意愿，而对于依存自我构念者，只有强说服想象广告会收到好的效果。

英文摘要：

The paper investigates the influence of self-construals on the imagery advertising strategy. Based on recent findings in the narrative transportation theory and the social psychology model of self-concept, the authors demonstrated a moderating effect of self-construals on the imagery effect and this moderating effect did not change with different types of imagery advertisement, i.e., whether or not the imagery advertisement described the consumption scenario. Specifically, for consumers with independent self-construal, imagery advertisement was more effective than advertisement without imagery appeal in enhancing their purchase intention, whereas for consumers with interdependent self-construal, these two strategies had no significant difference. Further, the authors suggested that for independent self-construal consumers, imagery advertisement with either strong or weak argument was effective in enhancing purchase intentions, while for interdependent self-construal consumers, strong argument was a dominant strategy. These findings provided direct evidence for the proposition that independent and interdependent self-construal consumers took different psychological processes when they evaluated imagery advertisements. To test the hypotheses, two experiments using student subjects were performed sequentially. As hypothesized, Study 1 tested the moderating effect of self-construals on the imagery effect by means of measuring subjects＇ chronically self-construal. The study demonstrated that individuals with independent self-construal were more likely to be transported into an imagery world, therefore, advertisement using imagery appeal was more effective than advertisement without imagery appeal for consumers with independent self-construal. However, for consumers with interdependent self-construal, the two strategies had no significant difference in influencing purchase intention. Importantly, by adding an imagery condition cuing imagination scenarios, we showed that the moderating role of self-construal did not