政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/48407

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/48407

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48407

Title:	Diagnostic advertising content and individual differences: Testign a resource-matching perspective with a Taiwanese sample
Authors:	Chang, Chingching 張卿卿
Date:	2007
Issue Date:	2010-11-22 20:35:21 (UTC+8)
Abstract:	Using a resource-matching perspective, this paper tests the effects of including diagnostic product information (DPI) in advertising using a Taiwanese sample. It is proposed that the effectiveness of DPI is contingent on message combinations and individual differences. This study showed that one piece of DPI (consensus) enhanced ad message involvement and improved ad and brand evaluations, whereas two pieces of DPI (consensus and comparative) did not further enhance involvement or improve evaluations. In addition, individual differences in need for cognition (NFC) moderated the effectiveness of DPI. DPI led to greater ad message involvement and more favorable ad and brand evaluations only for participants high in NFC.
Relation:	Journal of Advertising
Data Type:	article
DOI 連結:	http://dx.doi.org/10.2753/JOA0091-3367360305
DOI:	10.2753/JOA0091-3367360305
Appears in Collections:	[廣告學系] 期刊論文

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