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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

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题名:	The effects of ad-induced and context-induced affect on on-line and off-line judgments of health ads
作者:	Chang, Chingching 張卿卿
贡献者:	政大廣告系
关键词:	ad-induced affect;advertising;context-induced affect;health
日期:	2011-12
上传时间:	2013-02-21 10:54:22 (UTC+8)
摘要:	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.
關聯:	Asian Journal of Communication, 21(6), 523-543
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1080/01292986.2011.609597
DOI:	10.1080/01292986.2011.609597
显示于类别:	[廣告學系] 期刊論文

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