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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/72589

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/72589

Title:	When New Commercials do not Meet Expectations
Authors:	張卿卿 Chang, Ching-Ching
Contributors:	廣告系
Date:	2014
Issue Date:	2015-01-05 11:37:18 (UTC+8)
Abstract:	The present research investigates whether a brand`s prior commercials create expectations against which consumers compare its new commercials. Extending the expectation–disconfirmation paradigm, this article proposes that the degree to which consumers’ expectations are disconfirmed affects their attitudes toward a new commercial, which then influence their brand attitudes. Studies 1, 2, and 3 tested these predictions by exploring consumers’ expectations with regard to creativity, humor, and specific ad features (e.g., spokescharacters) in new commercials. The findings support the predictions; both value-laden and value-neutral expectations exert the proposed influences.
Relation:	Journal of Advertising, 43(4), 359-370
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/00913367.2013.878887
DOI:	10.1080/00913367.2013.878887
Appears in Collections:	[廣告學系] 期刊論文

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