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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56967

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56967

Title:	The effects of ad-induced and context-induced affect on on-line and off-line judgments of health ads
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Keywords:	ad-induced affect;advertising;context-induced affect;health
Date:	2011-12
Issue Date:	2013-02-21 10:54:22 (UTC+8)
Abstract:	The studies reported in this article examined the influence of context-induced and ad-induced affect on online (real time) and offline (memory-based) judgments in the context of disease (hepatitis B) prevention advertising among college students in Taiwan. An experiment with three between-subject factors the source of affect (context-induced versus ad-induced), the valence of the affect (positive, neutral, or negative), and the timing of evaluation (online versus offline) showed that both context-induced and ad-induced affect influenced online ad effectiveness but through different mechanisms. Context-induced affect influenced ad effectiveness through changes in processing strategies. Ad-induced affect influenced responses to the ad and the advocated health issue through either an affect as information mechanism or an affect priming mechanism, depending on the processing strategies triggered by context-induced affect. For offline judgments, ad-induced affect but not context-induced affect influenced ad and issue-related evaluations, because the former was more relevant to the advocated issue and thus more likely to be retrieved from memory when viewers evaluated the issue.
Relation:	Asian Journal of Communication, 21(6), 523-543
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/01292986.2011.609597
DOI:	10.1080/01292986.2011.609597
Appears in Collections:	[廣告學系] 期刊論文

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