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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17727


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    题名: 情境引發情感對於高低涉入商品廣告效果之影響
    其它题名: How Context-Evoked Affect Influences Responses to Ads for High and Low Involving Products
    作者: 張卿卿
    关键词: 論點強弱;情境引發情感;商品涉入
    Ad-evoked affect;Argument strength;Involvement
    日期: 2007-07
    上传时间: 2008-12-18 17:23:05 (UTC+8)
    摘要: Drawing upon the multiple roles of affect in the Elaboration Likelihood Model proposed by Petty, Cacioppo, and their colleagues (Petty, Cacioppo, & Kasmer, 1987; Petty, Cacioppo, Sedikides, & Strathman, 1988; Petty, DeSteno, & Rucker, 2001; Petty, Gleicher, & Baker, 1991), this study explored the different roles that affect plays in the ad message reception process for a high involving and a low involving product. As expected, findings showed that, when processing ad messages for a high involving product, participants in positive affective states responded more favorably to a positive ad cue than to a negative cue when ad arguments were weak, whereas ad cue valence did not influence their responses when ad arguments were strong. On the contrary, participants in negative affective states responded more favorably to ads with strong arguments than weak arguments but did not respond differently to ads with positive versus negative cues. However, the proposed main effect of affective state on ad judgments for a low involving product did not emerge.
    關聯: 廣告學研究, 27, 57-77
    数据类型: article
    显示于类别:[廣告學系] 期刊論文

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