Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/72589
題名: | When New Commercials do not Meet Expectations | 作者: | 張卿卿 Chang, Ching-Ching |
貢獻者: | 廣告系 | 日期: | 2014 | 上傳時間: | 5-Jan-2015 | 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. | 關聯: | Journal of Advertising, 43(4), 359-370 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/00913367.2013.878887 |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
359-370.pdf | 182.32 kB | Adobe PDF2 | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.