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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56983

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Title:	The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads: Individual Differences as Moderators
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Keywords:	Werbung;Advertising;Advertising media;Werbewirkung;Advertising effectiveness;Taiwan
Date:	2011-09
Issue Date:	2013-02-25 10:01:31 (UTC+8)
Abstract:	Consumers do not view ads in a vacuum. In a natural advertising context, their view is cluttered with contextual media content, such as programs and editorial articles. When exposed to media content, consumers may experience affect and generate liking toward the content. Such media-induced affect, defined as emotions elicited by preceding media content, influences the effectiveness of subsequent ads and alters consumers` evaluations of both the ads and the advertised products (Aylesworth and MacKenzie 1998; Goldberg and Gorn 1987). Liking the contextual media content, which is a summative evaluation of this content, also influences consumers` evaluations of the ad and brand (Coulter 1998; Murry, Lastovicka, and Singh 1992). Media content might even elicit positive affect and liking simultaneously; in such conditions, it is not clear which one influences consumers` ad and brand judgments. This study examines the influence of contextual media content on the effectiveness of print magazine ads, using editorial articles as the exemplar of contextual media content.
Relation:	Journal of Advertising, 40(3),45-59
Data Type:	article
DOI 連結:	http://dx.doi.org/10.2753/JOA0091-3367400304
DOI:	10.2753/JOA0091-3367400304
Appears in Collections:	[廣告學系] 期刊論文

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