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    题名: Imagery fluency and narrative advertising effects
    作者: Chang, Chingching
    張卿卿
    贡献者: 政大廣告系
    日期: 2013-02
    上传时间: 2013-02-21 16:18:45 (UTC+8)
    摘要: This article identifies important cognitive processes associated with processing narrative ads (comprehending narratives and generating mental imagery of depictions in the narratives) and related subjective experiences (perceptual/conceptual fluency, comprehension, and imagery fluency). In line with the idea that perceptual/conceptual fluency facilitates comprehension fluency and further improves imagery fluency, this study presents a model in which factors influence imagery fluency either indirectly through influences on perceptual/conceptual and comprehension fluency or directly. Findings from two experiments support the model; picture type (narrative versus product picture) and narrative type (highly versus less accessible) indirectly alter imagery fluency through their influence on comprehension fluency, whereas individual characteristics (experiential versus rational processing orientation) directly alter it, which further affects ad and brand attitudes.
    關聯: Journal of Advertising, 42:1, 54-68
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/00913367.2012.749087
    DOI: 10.1080/00913367.2012.749087
    显示于类别:[廣告學系] 期刊論文

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