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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/56972


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    題名: Ad Framing Effects For Consumption Products: An Affect Priming Process
    作者: Chang, Chingching
    張卿卿
    貢獻者: 政大廣告系
    日期: 2008-01
    上傳時間: 2013-02-21 15:50:16 (UTC+8)
    摘要: This research examines why positively framed messages work more effectively than negatively framed messages in product advertising by establishing an affect priming process model. Findings from Experiment 1 showed that positively framed ad messages evoked higher levels of positive affect and lower levels of negative affect than did negatively framed ad messages. Accordingly, positively framed ad messages generated more favorable ratings on ad believability, ad liking, and brand attitudes. Most importantly, this research demonstrated the process by which frame-evoked affect exerted influence on brand attitudes via its impacts on priming affect-congruent cognitive responses. Experiment 1 also found that positively framed ads encouraged participants to be attentive to and elaborate on messages more so than egatively framed ads. Findings from Experiment 2 further showed that ad framing effects were moderated by the type of product attributes being featured.
    關聯: Psychology & Marketing, 25(1),24-46
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1002/mar.20199
    DOI: 10.1002/mar.20199
    顯示於類別:[廣告學系] 期刊論文

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