政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/3586
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/3586


    Title: 應用基模為基礎或特性為基礎的二元形式模式來看廣告訊息處理與產品評估：從廣告訊息差異來探討
    Other Titles: Employing the Schema-based/Attribute-based Dual Model to Understand Viewers` Ad Processing and Product Evaluation
    Authors: 張卿卿
    Keywords: 廣告策略;廣告效果;產品訊息;訊息處理;閱聽人行為;產品涉入
    Advertising strategy;Advertising effectiveness;Product message;Information processing;Audience behavior;Product involvement
    Date: 2000
    Issue Date: 2007-04-18 16:32:33 (UTC+8)
    Publisher: 臺北市：國立政治大學廣告學系
    Abstract: 本研究整合以「特性為基礎的訊息處理模式」（attribute-based processing ）與「基模式的訊息處理模式」(schematic processing)為基礎，提出一個二元形式的模式，來探討閱聽眾處理廣告訊息的過程。主要探討兩個影響廣告訊息處理的因素。一是廣告引發情感狀態，二是訊息組合狀況。
    This study suggests that although categorization and activation of existing schemata to help processing product information in ad viewing context is common, attribute-based piecemeal processing of product information can also be encouraged. This study thus aims at identifying the contingencies under which piecemeal processing strategies will be adopted rather than category-based processing strategies. Specifically, this study will examine the impacts of affective states, either context-induced or message induced, upon a perceiver`s processing strategies. Moreover, a variety of message configurations will also be examined to understand how it may affect viewers` processing strategies and, in turn, their evaluation of products.
    Description: 核定金額：549000元
    Data Type: report
    Appears in Collections:[Department of Advertising] NSC Projects

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