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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

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请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/56972

题名:	Ad Framing Effects For Consumption Products: An Affect Priming Process
作者:	Chang, Chingching 張卿卿
贡献者:	政大廣告系
日期:	2008-01
上传时间:	2013-02-21 15:50:16 (UTC+8)
摘要:	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.
關聯:	Psychology & Marketing, 25(1),24-46
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1002/mar.20199
DOI:	10.1002/mar.20199
显示于类别:	[廣告學系] 期刊論文

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档案	描述	大小	格式	浏览次数
20199_ftp.pdf		313Kb	Adobe PDF2	1752	检视/开启

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