| dc.contributor | 廣告系 | - |
| dc.creator (作者) | 張卿卿 | - |
| dc.creator (作者) | Chang, Ching-Ching | - |
| dc.date (日期) | 2014 | - |
| dc.date.accessioned | 5-Jan-2015 11:37:18 (UTC+8) | - |
| dc.date.available | 5-Jan-2015 11:37:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-Jan-2015 11:37:18 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/72589 | - |
| dc.description.abstract (摘要) | 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. | - |
| dc.format.extent | 186692 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Advertising, 43(4), 359-370 | - |
| dc.title (題名) | When New Commercials do not Meet Expectations | - |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/00913367.2013.878887 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2013.878887 | en_US |
