Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/48411
題名: | The Interplay of Product Class Knowledge and Trial Experience in Attitude Formation | 作者: | 張卿卿 Chang, Chingching |
日期: | 2004 | 上傳時間: | 22-十一月-2010 | 摘要: | This paper suggests that when ad exposure is accompanied by direct experience, participants` prior product class knowledge will moderate the degree of likelihood that they will experience expectation disconfirmation. Findings indicate that high-knowledge participants` responses toward the product that generates positive experiences vary from their responses toward the product that generates negative experiences in terms of degree of expectation disconfirmation, level of valenced attributional thoughts, ad attitudes, brand attitudes, and purchase intentions. In clear contrast, low- knowledge participants generate similar responses to the two products, suggesting a confirmation bias resulting from ad exposure | 關聯: | Journal of Advertising, 33(1), 83-92 | 資料類型: | article |
Appears in Collections: | 期刊論文 |
Show full item record
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.