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政大機構典藏 > 傳播學院 > 廣告學系 > 國科會研究計畫 > Item 140.119/3572

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3572

Title:	從認知觀點探討競爭干擾廣告情境下的相對判斷效果
Other Titles:	Relative Judgments in a Cluttered Competitive Ad Processing Context
Authors:	張卿卿
Keywords:	廣告效果;訊息處理;認知理論 Advertising effect;Information processing;Cognition
Date:	2002
Issue Date:	2007-04-18 16:32:27 (UTC+8)
Publisher:	臺北市：國立政治大學廣告學系
Abstract:	本研究強調文化型塑個人之自我概念與認知差異，而此差異會進而影響到閱聽眾的資訊處理。以此為基礎，本研究在美國與台灣進行五項實驗，從不同角度來驗證文化對於認知的型塑會如何影響到不同廣告策略的效果。 This study argues that the influence of culture manifests itself not only in how products are portrayed in advertising, but also in the ways that individuals process advertising information. It adopts a dynamic constructivist view of culture and cognition to explore how individuals in Taiwan and the United .S.tates process advertising messages differently. Through a series of comparative studies, this study establishing an overarching model and shed light in our understanding of how culture distinct schemata lead Taiwanese and American subjects to process advertising messages in different modes.
Description:	核定金額：714900元
Data Type:	report
Appears in Collections:	[廣告學系] 國科會研究計畫

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