Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/79634
DC Field | Value | Language |
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dc.contributor | 廣告系 | - |
dc.creator | Chang, Chingching | - |
dc.creator | 張卿卿 | - |
dc.date | 2015 | - |
dc.date.accessioned | 2015-12-10T08:17:00Z | - |
dc.date.available | 2015-12-10T08:17:00Z | - |
dc.date.issued | 2015-12-10T08:17:00Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/79634 | - |
dc.description.abstract | 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. | - |
dc.format.extent | 111 bytes | - |
dc.format.mimetype | text/html | - |
dc.relation | International Journal of Advertising: The Review of Marketing Communications | - |
dc.subject | anticipated happiness ; anticipatory hope ; after-use appeals ; before-use appeals ; before-after appeals ; product involvement ; product performance | - |
dc.title | Before–after appeals: a dual-route effect model | - |
dc.type | article | - |
dc.identifier.doi | 10.1080/02650487.2015.1022300 | - |
dc.doi.uri | http://dx.doi.org/10.1080/02650487.2015.1022300 | - |
item.cerifentitytype | Publications | - |
item.grantfulltext | restricted | - |
item.openairetype | article | - |
item.fulltext | With Fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
Appears in Collections: | 期刊論文 |
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