政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/56969

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51613169 Online Users : 633

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56969

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56969

Title:	Effectiveness of promotional premiums: The moderating role of affective state in different contexts
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2009-01
Issue Date:	2013-02-21 11:23:37 (UTC+8)
Abstract:	This research explores the influence of affective state on ad and product judgments for advertising that features promotional offers of high and low price value. Consistent with expectations, Study 1 found that for happy participants, high-price value premiums generated higher ad believability ratings, which in turn enhanced ad and brand attitudes. For sad participants, however, the positive effects of high-price value premiums were attenuated due to message believability discounting. It is proposed that the moderating influence of affective state on responses to ads featuring premiums should be more likely to emerge when attention to premiums is high, as in situations where ads feature less important product attributes or when consumers plan to purchase a product. Study 2 found that the interaction between affective state and premium value was significant when ads featured less important product attributes, but not when they featured important product attributes. Study 3 found that the interaction was significant for participants who intended to purchase the product in the near future, but not for those who did not have purchase intentions.
Relation:	Psychology & Marketing, 26(2), 175-194
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1002/mar.20266
DOI:	10.1002/mar.20266
Appears in Collections:	[廣告學系] 期刊論文

Files in This Item:

File	Description	Size	Format
20266_ftp.pdf		131Kb	Adobe PDF2	1237	View/Open

View Licence

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...