“Getting Along” and “Getting Ahead” as Motives for Self‐Presentation: Their Impact on Advertising Effectiveness

This research takes a multidimensional approach to the study of self‐presentation by employing scales which measure protective and acquisitive motives for self‐presentation termed getting‐along and getting‐ahead respectively (Lennox & Wolfe, 1984). The getting‐along and getting‐ahead motives for self‐presentation are found to be positively related to the effectiveness of different types of image ads, supporting the hypothesis that consistency between the appeal type and the underlying motivation for self‐presentation is positively associated with ad effectiveness.