Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/48406
DC Field | Value | Language |
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dc.creator | 張卿卿 | zh_TW |
dc.date | 2009 | - |
dc.date.accessioned | 2010-11-22T12:35:02Z | - |
dc.date.available | 2010-11-22T12:35:02Z | - |
dc.date.issued | 2010-11-22T12:35:02Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/48406 | - |
dc.description.abstract | Purpose - Examines how the type of editorial content can impinge on consumers` cognitive ability and affect their processing of advertising narratives. \r\nDesign/methodology/approach - Refers to how previous studies have identified the how narratives (story telling) can contribute to advertising effectiveness; suggests that this effectiveness can depend on an individual`s cognitive capacity (involvement). Outlines how advertising literature has determined that the greater the consumer`s involvement in magazine articles and programmes, the less cognitive capacity there will be available for processing subsequent advertising. Presents a number of hypotheses; tests these on data drawn from a between-subjects design experiment.\r\nFindings - Reports how narrative articles can cognitively and affectively involve readers to a higher degree than facts-based articles and that this reduces the cognitive capacity for processing a narrative advertisement.\r\nResearch limitations/implications - Look at how narrative structures affect consumers` cognitive capacity; control both arousal and enjoyment levels; included only editorial content and print advertising; replicate study with television programmes and commercials.\r\nOriginality/value - Provides evidence of how narrative processing imposes high cognitive demands. | - |
dc.language | zh_TW | en |
dc.language.iso | en_US | - |
dc.relation | Journal of Advertising, 38(1),21-33 | en |
dc.subject | Advertising Effectiveness; Consumer Behaviour; Consumer Research; Narratives; Storytelling | - |
dc.title | Being Hooked by Editorial Content: The Implications for Processing Narrative Advertising | en |
dc.type | article | en |
dc.identifier.doi | 10.2753/JOA0091-3367380102 | en_US |
dc.doi.uri | http://dx.doi.org/10.2753/JOA0091-3367380102 | en_US |
item.fulltext | With Fulltext | - |
item.cerifentitytype | Publications | - |
item.openairetype | article | - |
item.languageiso639-1 | en_US | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.grantfulltext | restricted | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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Being hooked.pdf | 199.57 kB | Adobe PDF2 | View/Open |
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