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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: 2010-11-22 20:36:44 (UTC+8)
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
顯示於類別:[廣告學系] 期刊論文

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