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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


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    題名: Diagnostic advertising content and individual differences: Testign a resource-matching perspective with a Taiwanese sample
    作者: Chang, Chingching
    張卿卿
    日期: 2007
    上傳時間: 2010-11-22 20:35:21 (UTC+8)
    摘要: 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.
    關聯: Journal of Advertising
    資料類型: article
    DOI 連結: http://dx.doi.org/10.2753/JOA0091-3367360305
    DOI: 10.2753/JOA0091-3367360305
    顯示於類別:[廣告學系] 期刊論文

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