政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/56972

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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56972

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56972

Title:	Ad Framing Effects For Consumption Products: An Affect Priming Process
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2008-01
Issue Date:	2013-02-21 15:50:16 (UTC+8)
Abstract:	This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame-evoked affect exerted influence on brand attitudes via its impacts on priming affect-congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than egatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured.
Relation:	Psychology & Marketing, 25(1),24-46
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1002/mar.20199
DOI:	10.1002/mar.20199
Appears in Collections:	[廣告學系] 期刊論文

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