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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/79634

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題名:	Before–after appeals: a dual-route effect model
作者:	Chang, Chingching 張卿卿
貢獻者:	廣告系
關鍵詞:	anticipated happiness;anticipatory hope;after-use appeals;before-use appeals;before-after appeals;product involvement;product performance
日期:	2015
上傳時間:	2015-12-10 16:17:00 (UTC+8)
摘要:	This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers` low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes.
關聯:	International Journal of Advertising: The Review of Marketing Communications
資料類型:	article
DOI 連結:	http://dx.doi.org/10.1080/02650487.2015.1022300
DOI:	10.1080/02650487.2015.1022300
顯示於類別:	[廣告學系] 期刊論文

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