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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/74668

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/74668

Title:	The Role of Ad-Evoked Consumption Visions Predicting Brand Attitudes: A Relevancy Principle Model
Authors:	Chang, Ching-Ching 張卿卿
Contributors:	廣告系
Date:	2012-12
Issue Date:	2015-04-17 14:02:51 (UTC+8)
Abstract:	This study examined ad-evoked consumption visions to argue that when people are concerned about consumption experiences, they consider consumption visions relevant formulating brand attitudes. To the degree that consumers perceive consumption visions as relevant, they should significantly influence brand attitudes. This research proposed a relevancy principle model to show that three possible factors likely enhance the relevancy of consumption visions and thus increase their influences on brand attitudes: product characteristics (i.e., hedonic nature), ad characteristics (i.e., consumption ad copy), and consumer characteristics (i.e., processing styles). © 2012 Wiley Periodicals, Inc.
Relation:	Psychology and Marketing, 29(12), 956-967
Data Type:	article
DOI link:	http://dx.doi.org/10.1002/mar.20577
DOI:	10.1002/mar.20577
Appears in Collections:	[Department of Advertising] Periodical Articles

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