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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/48402

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48402

Title:	Country-of-Origin as a Heuristic Cue: The Effects of Message Ambiguity and Product Involvement
Authors:	Chang, Chingching 張卿卿
Date:	2004
Issue Date:	2010-11-22 20:18:27 (UTC+8)
Abstract:	This research applies the heuristic–systematic model to understand how country-of-origin (CO) cues can affect the way consumers process advertising messages and evaluate advertised products under different conditions. Findings of Experiment 1 show that, when product information is ambiguous, consumers are more likely to engage in heuristic processing, relying on CO cues to infer product quality and form their product evaluations. However, when product information is unambiguous, consumers engage in systematic processing and evaluate the product based on their assessments of product attributes. Findings of Experiment 2 further suggest that product involvement affects the extent to which consumers engage in heuristic processing when message ambiguity is at different levels. Specifically, mediational analyses indicate that, when product information featured in an ad is ambiguous, a low-involving product engages consumers in heuristic processing. Furthermore, when product information is unambiguous, a low-involving product engages consumers in systematic processing, whereas a high-involving product involves participants in an additivity processing style in which CO cue-based heuristic processing and attribute-based systematic processing co-occur.
Relation:	Media Psychology, 6, 169-193
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1207/s1532785xmep0602_3
DOI:	10.1207/s1532785xmep0602_3
Appears in Collections:	[廣告學系] 期刊論文

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