政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/56967

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 115261/146306 (79%)
造訪人次 : 54602034 線上人數 : 340

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56967

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/56967

題名:	The effects of ad-induced and context-induced affect on on-line and off-line judgments of health ads
作者:	Chang, Chingching 張卿卿
貢獻者:	政大廣告系
關鍵詞:	ad-induced affect;advertising;context-induced affect;health
日期:	2011-12
上傳時間:	2013-02-21 10:54:22 (UTC+8)
摘要:	The studies reported in this article examined the influence of context-induced and ad-induced affect on online (real time) and offline (memory-based) judgments in the context of disease (hepatitis B) prevention advertising among college students in Taiwan. An experiment with three between-subject factors the source of affect (context-induced versus ad-induced), the valence of the affect (positive, neutral, or negative), and the timing of evaluation (online versus offline) showed that both context-induced and ad-induced affect influenced online ad effectiveness but through different mechanisms. Context-induced affect influenced ad effectiveness through changes in processing strategies. Ad-induced affect influenced responses to the ad and the advocated health issue through either an affect as information mechanism or an affect priming mechanism, depending on the processing strategies triggered by context-induced affect. For offline judgments, ad-induced affect but not context-induced affect influenced ad and issue-related evaluations, because the former was more relevant to the advocated issue and thus more likely to be retrieved from memory when viewers evaluated the issue.
關聯:	Asian Journal of Communication, 21(6), 523-543
資料類型:	article
DOI 連結:	http://dx.doi.org/10.1080/01292986.2011.609597
DOI:	10.1080/01292986.2011.609597
顯示於類別:	[廣告學系] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
01292986.2011.pdf		285Kb	Adobe PDF2	1168	檢視/開啟

檢視Licence

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

資料載入中.....