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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/17790

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題名:	How individual develop brand evaluations in different contexts-The relative impacts of affect self-relevant thoughts and product attribute thoughts
作者:	Chang, Chingching 張卿卿
日期:	2004
上傳時間:	2008-12-18 17:38:32 (UTC+8)
摘要:	This study is an examination of the impacts of affect, selfrelevant thoughts, and product attribute thoughts for high-involved and low-involved participants in positive and negative affective conditions. Results indicate that context-induced emotions exert a direct impact on brand evaluations when participants are both in positive affective states and not highly involved with the advertised product category. On the other hand, context-induced emotions, either positive or negative, exert an indirect impact on participants’brand evaluations via priming affect-congruent attribute-related thoughts when participants are highly involved with the product category. Self-relevant thoughts determine brand evaluations under all conditions except the condition in which participants are both highly involved and their affective states are negative. In addition, product attribute thoughts affect brand evaluations only when participants are highly involved. Finally, this study also shows that an interaction between context-induced emotions and self-referencing emerges under all conditions except the condition in which participants are relatively less involved and their affective states are negative. Theoretical bases for these findings were also provided.
關聯:	Advances in Consumer Research, 32, 106-111
資料類型:	article
顯示於類別:	[廣告學系] 期刊論文

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檔案	描述	大小	格式	瀏覽次數
acr_vol32_54.pdf		111Kb	Adobe PDF2	1413	檢視/開啟

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