政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/17790

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/17790

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题名:	How individual develop brand evaluations in different contexts-The relative impacts of affect self-relevant thoughts and product attribute thoughts
作者:	Chang, Chingching 張卿卿
日期:	2004
上传时间:	2008-12-18 17:38:32 (UTC+8)
摘要:	This study is an examination of the impacts of affect, selfrelevant thoughts, and product attribute thoughts for high-involved and low-involved participants in positive and negative affective conditions. Results indicate that context-induced emotions exert a direct impact on brand evaluations when participants are both in positive affective states and not highly involved with the advertised product category. On the other hand, context-induced emotions, either positive or negative, exert an indirect impact on participants’brand evaluations via priming affect-congruent attribute-related thoughts when participants are highly involved with the product category. Self-relevant thoughts determine brand evaluations under all conditions except the condition in which participants are both highly involved and their affective states are negative. In addition, product attribute thoughts affect brand evaluations only when participants are highly involved. Finally, this study also shows that an interaction between context-induced emotions and self-referencing emerges under all conditions except the condition in which participants are relatively less involved and their affective states are negative. Theoretical bases for these findings were also provided.
關聯:	Advances in Consumer Research, 32, 106-111
数据类型:	article
显示于类别:	[廣告學系] 期刊論文

文件中的档案:

档案	描述	大小	格式	浏览次数
acr_vol32_54.pdf		111Kb	Adobe PDF2	1392	检视/开启

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