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https://ah.lib.nccu.edu.tw/handle/140.119/79634
題名: | Before–after appeals: a dual-route effect model | 作者: | Chang, Chingching 張卿卿 |
貢獻者: | 廣告系 | 關鍵詞: | anticipated happiness ; anticipatory hope ; after-use appeals ; before-use appeals ; before-after appeals ; product involvement ; product performance | 日期: | 2015 | 上傳時間: | 10-Dec-2015 | 摘要: | This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers` low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes. | 關聯: | International Journal of Advertising: The Review of Marketing Communications | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/02650487.2015.1022300 |
Appears in Collections: | 期刊論文 |
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