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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/56975


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    題名: Ambivalent Attitudes in a Communication Process: An Integrated Model
    作者: Chang, Chingching
    張卿卿
    貢獻者: 政大廣告系
    日期: 2012-06
    上傳時間: 2013-02-21 16:36:47 (UTC+8)
    摘要: In a communication process that involves a target subject (what is being communicated about) and a source, existing attitudes (positive or negative) toward the target or the source influence communication effects. People also may hold ambivalent attitudes (positive and negative) toward the target or the source, but the implications of such ambivalent attitudes on communication effects remain unclear in communication research. This study tries to fill that void by exploring ambivalent attitudes toward the target and source on communication effects and proposing an integrated model to demonstrate that ambivalent attitudes encourage systematic processing (Experiments 1 and 2) and that identification with the target or the source further encourages motivated processing among ambivalent people (Experiments 3 and 4).
    關聯: Human Communication Research, 38(3), 332-359
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1111/j.1468-2958.2012.01429.x
    DOI: 10.1111/j.1468-2958.2012.01429.x
    顯示於類別:[廣告學系] 期刊論文

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