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題名 不同廣告訴求方式對不同產品的影響 作者 杜富漢 貢獻者 陳皎眉
杜富漢日期 1986 上傳時間 5-May-2016 14:29:29 (UTC+8) 摘要 論文內容提要： 參考文獻 附錄F 參考文獻 李美枝 社會心理學，台北市，大洋出版社，民國70年。 顏伯勤 廣告學術系列總序，見黃慧貞譯廣告學，台北市，桂冠圖書公司，民國72年。 Ajzen, I. & Fishbein, M. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 1977, 84, 888-918. Bauer, R. A. Consumer behavior as risk taking. Risk taking and information handling in consumer behavior. Graduate School of Business Administration, Harvard University, Boston, 1967, 55-57. Bem, D. J. Beliefs, attitudes, and human affairs. Belmont, Calif.: Brooks/Cole, 1970. Bem, D. J. Self-perception theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 6). New York: Academic Press, 1972. Bem, D. J. & Allen, A. On predicting some of the people some of the time: the search for cross-situational consistencies in behavior. Psychology Review, 1974, 81, 506–512. Cacioppo, J. T. & Petty, R. E. Effects of message repetition and position on congnitive responses, recall, and persuasion. Journal of Persionality and Social Psychology, 1979, 37, 97-109. (b) Cacioppo, J. T. & Petty, R. E. Persuasiveness of commercials is affected by exposure frequency and communication cogency: A theoretical and empirical analysis. In J.H. Leigh & C. R. Martin (Eds.), Current issues and research in advertising. Ann Arbor: University of Michigan, 1980. (a) Cacioppo, J. T. & Petty, R. E. Sex differences in influenceability: Toward specifying the underlying processes. Personality and Social Psychology Bulletin, 1980, 6, 651-656. (b) Calder, B. J., Insko, C. A., & Yandell, B. The relation of cognitive and memorial processes to persuasion in a simulated jury trial. Journal of Applied social psychology, 1974, 62-93. Chaiken, S. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 1980, 39, 752-766. Chaiken, S. & Eagly, A, H. Communication modality as a determinant of message persuasiveness and message comprehensibility. Journal of Personality and Social Psychology, 1976, 34,605–614. Cook, T. D. Competence, counterguing, and attitude change, Journal of Personality, 1969, 37, 342-358. Cooper, H. M. Statistically combing independent studies: Meta-analysis of sex differences in comformity research. Journal of Personality and Social Psychology, 1979, 7, 131-146. Cox, D. F. Risk taking and information handling in consumer behavior, Graduate School of Business Administration, Harvard University, Boston, 1967, 60-63. Duval, S. & Wicklund, R. A. A theory of objective self-awareness. New York: Academic Press, 1972. Eagly, A. H. Comprehensibility of persuasive arguments as a determinant of opinion change. Journal of Personality and Social Psychology, 1974, 29, 768-773. Eagly, A. H. Sex differences in influenceability. Psychological Bulletin, 1978, 85, 86-116. Eagly, A. H. & Carli, L. Sex of researchers and sex-typed communications as determinents of sex differences in influenceability. Psychological Bulletin, 1978, 85, 86-116. Eagly, A. H. & Himmelfarb, S. Attitudes and opinions. Annual Review of Psychology, 1978, 29, 517-554. Eagly, A. H. & Warren R. Intelligence, comprehension, and opinion change. Journal of Personality, 1976, 44, 226-242. Eagly, A. H., Wood, W. & Fishbaugh, L. Sex differences in conformity: Surveillance by the group as a determinant of male nonconformity. Journal of Personality and Social Psychology, 1981, 40, 384-394. Etgar, M. & Goodwin, S. A. One-sided versus two-sided comparative message appeals for new brand introductions. Journal of Comsumer Research, 1982, (March), 8, 460-461. Fazio, R. H., Zanna, M. P. Direct experience and attitude-behavior consistency. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 14). New York: Academic Press, 1981. Fazio, R. H., Zanna, M. P., & Cooper, J. Dissonance and self-perception: An integrative view of each theory`s proper domain of application. Journal of Experimental Social Psychology, 1977, 13, 464–479. Fishbein, M. A consideration of beliefs and their role in attitude measurement. In M. Fishbein (Ed.), Readings in attitude theory and measurement, Wiley, 1967. Fishbein, M. & Ajzen, I. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley, 1975. Greenwald, A. G. & Albert, R. D. Acceptance and recall of improvised arguments. Journal of Personality and Social Psychology. 1968, 8, 31-34. Greenwald, A. G. Cognitive learning, cognitive response to persusaion, and attitude change. in A. G. Greenwald, T. C. Brock, and T. M. Ostrom (Eds.), Psychological foundations of attitudes. New York: Academic Press, 1968. Hass, R. G. Effects source characteristics on the cognitive processing of persuasive messages and attitude change. In R. Petty, T. Ostrom, & T. Brock (Eds.), Cognitive responses in persuasion. Hillsdale, N. J.: Erbaum, 1981. Heider, F. The psychology of interpersonal relations. New York: Wiley, 1958. Hovland, C. I., Janis, I. L., & Kelley, J. J. Communication and persuasion, New Haven: Yale University Press, 1953. Husek, T. R. Persuasive impacts on early, late, or no mention of a negative source. Journal of Personality and Social psychology, 1965, 2, 125-128. Ickes, W. J., Wicklund, R. A., & Ferris, C. B. Objective self-awareness and self-esteem. Journal of Experimental Social Psychology, 1973, 9, 202-219. Insko, C. A., & Schopler, J. Experimental Social Psychology. New York: Academic Press, 1972. Janis, I. L. & King, B. T. The influence of role-playing on opinion change. Journal of Abnormal and Social Psychology, 1954, 49, 211-218. Johonsen, H. H., & Scileppi, J. A. Effects of ego-involvement conditions on attitude change to high and low credibility communicators. Journal of Personality and Social Psychology, 69, 13, 31-36. Jordan, N. Behavioral forces that are a function of attitudes and of cognitive organization. Human Relations, 1953, 6, 273-288. Kiesler, C. A., Collins, B. E., & Miller, N. Attitude change: A critical analysis of theoretical approaches. New York: Willey, 1969. King, B. T., & Janis, I. L. Comparison of the effectiveness of improvised versus nonimproverised role-playing in producing opinion change. Human Relations, 1956, 9, 177-186. Kelman, H. C., & Hovland, C. I. "Reinstatement" of the communicator in delayed measurement of opinion change. Journal of Abnormal and Social Psychology, 1953, 48, 327–355. Leventhal, H. Findings and theory in the study of fear communications. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 5). New York: Academic Press, 1970. Fazio, R. H., & Zanna, M. P. Direct experience and attitude-behavior consistency. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 14). New York: Academic Press, 1981. Fuller, C. H. Comparisons of two experimental paradigms as tests of Heider`s balance theory. Journal of Personality and Social Psychology, 1975, 30, 802-806. Miller, C. E., & Norman, R. M. G. Balance agreement, and attraction in hypothetical social situations. Journal of Experimental Social Psychology, 1976, 12, 109-119. Miracle, G. E. Product characteristics and marketing strategy. Journal of Marketing Jan., 1965, 18-24. Norman, R. When what is said is important: A comparison of expert and attractive sources. Journal of Experimental Social Psychology, 1976, 12, 294-300. Oscamp, S. Attitudes and opinions. Englewood Cliffs, N. J.: Prentice-Hall, 1977. Petty, R. E. & Cacioppo, J. T. Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 1979, 37, 1915–1926. (b) Petty, R. E., & Cacioppo, J. T. Attitude and persuasion: Classic and contemporary approaches. Dubuque, Iowa: Wm. C. Brown, 1981. Petty, R. E., Cacioppo, J. T. The effects of involvement in responses to argument quantity and quality fournal of personality and social psychology, 1984, 46, 69-81. Petty, R. E., Cacioppo, J. T., & Goldman, R. Personal involvement as a determinant of argument-based persuasion. Journal of personality and Social Psychology, 1981, 41, 847-855. Petty, R. E., Harkins, S. G., Williams, K. D., & Latane, B. The effects of group size on cognitive effort and evaluation. Personality and Social Psychology Bulletin, 1977, 3, 579-582. Petty, R. E., Ostrom, T. M., & Brock, T. C. Historical foundations of the cognitive response approach to attitudes and persuasion. In R. E. Petty, T. M. Ostrom, & T. C. Brock (Eds.), Cognitive responses in persuasion. Hillsdale, N. J.: Erlbaum, 1981. Petty, R. E., Wells, G. L., & Brock, T. C. Distraction can enhance or reduce Yielding to propaganda: Through disruption versus effort justification. Journal of Personality and Social Psychology, 1976, 34, 874-884. Rhine, R. J., & Severance, L. J. Ego-involvement, discrepancy, source credibility, and attitude change. Journal of Personality and Social Psychology, 1970, 16, 175-190. Sandelands, L. E., & Larson, J. R. Jr. When measurement causes task attitude: A note from the laboratory. Journal of Applied Psychology, 1985, 70, 116–121. Saddler, 0. & Tesser, A. Some effects of sailence and time upon interpersonal hostility and attraction during social isolation, Sociometry, 1973, 36, 99-112. Sistrunk, F., & McDavid, J. W. Sex variable in conforming behavior. Journal of Personality and Social Psychology, 1971, 17, 200-207. Sternthal, B., Dholakia, R., & Leavitt, C. The persuasive effect of source credibility: A test of cognitive response analysis, Journal of Consumer Research, 1978, 4, 252-260. Tesser, A., & self-generated attitude change. Advances in Experimental Social Psychology, 1978, 11, 289-338. Tesser, A., & Conlee, M. C. some effects of time and thought on attitude polarization. Journal of Personality and Social Psychology, 1975, 31, 262-270. Zajonc, R. B., & Burnstein, E. The learning of balanced and unbalanced social structures. Journal of Personality, 1965, 33, 153-163. Zimbardo, P. G. Involvement and communication discrepancy as determinants of opinion conformity. Journal of Abnormal and Social Psychology, 1960, 60, 86-94. 描述 碩士
國立政治大學
心理學系資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002006412 資料類型 thesis dc.contributor.advisor 陳皎眉 zh_TW dc.contributor.author (Authors) 杜富漢 zh_TW dc.creator (作者) 杜富漢 zh_TW dc.date (日期) 1986 en_US dc.date.accessioned 5-May-2016 14:29:29 (UTC+8) - dc.date.available 5-May-2016 14:29:29 (UTC+8) - dc.date.issued (上傳時間) 5-May-2016 14:29:29 (UTC+8) - dc.identifier (Other Identifiers) B2002006412 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/91356 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 心理學系 zh_TW dc.description.abstract (摘要) 論文內容提要： zh_TW dc.description.tableofcontents 目錄 致謝辭…(1) 論文內容摘要…(3) 圖表目錄…(7) 第一章 緒論…1 第一節 研究動機與目的…1 一、 內在取向…2 二、 外在取向…3 三、 情境取向…4 第二節 文獻探討…8 一、 中樞路徑…15 二、 周圍路徑…18 第三節 研究假設…20 第二章 研究方法…23 第一節 研究對象…23 第二節 預試…25 第三節 研究設計…29 一、 自變項…30 二、 依變項…32 三、 研究程序…33 第四節 資料分析…34 第三章 結果與討論…36 第一節 有關操弄變項的檢驗…36 一、 風險知覺…36 二、 可信度…37 三、 說服力…38 第二節 結果分析…41 一、 不同廣告訴求對不同產品的影響…41 二、 不同廣告訴求對打字機組受試之影響…47 三、 不同廣告訴求對面紙組受試之影響…52 四、 去除產品使用經驗後不同廣告訴求對不同產品的影響…54 第三節 討論…69 第四節 檢討與建議…65 附錄… Ａ、前測問卷…69 Ｂ、論點選取標準…73 Ｃ、正式問卷…74 Ｄ、因素分析摘要表…75 Ｅ、變異數分析摘要表及各細格人數平均數表…78 Ｆ、參考文獻…96 圖表目錄 表２－１ 各細格人數及其來源…24 表２－２ 受試評定打字機各論點說服力強弱之等第與平均數表…27 表２－３ 受試評定面紙各論點說服力強弱之等第與平均數表…28 表３－１ 兩類產品組受試對產品風險知覺的Ｆ檢定…37 表３－２ 高低可信度組受試對傳播者可信度評定之Ｆ檢定…38 表３－３ 面試、打字機組受試對各產品特性重要性評估…39 表３－４ 產品種類各組受試在產品資料蒐集、對廣告的態度、產品滿意度、及產品認知上之人數、平均數、Ｆ值、及Ｐ值…41 表３－５ 訊息量各組受試在對廣告的態度之人數、平均數、Ｆ值、及Ｐ值…42 表３－６ 產品種類與訊息量在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…43 表３－７ 可信度、說服力、及訊息量三者在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…45 表３－８ 產品種類、可信度、及訊息量三者在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…47 表３－９ 打字機情況下，可信度與說服力在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…49 表３－１０ 打字機情況下，可信度、說服力、及訊息量三者在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…50 表３－１１ 打字機情況下，可信度在廣告認知上之人數、平均數、Ｆ值、及Ｐ值…51 表３－１２ 面紙組受試在對廣告的態度上，訊息量組受試之人數、平均數、Ｆ值、及Ｐ值…52 表３－１３ 面紙時，可信度與訊息量二者在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…53 表３－１４ 面紙時、可信度、說服力、及訊息量三者在對廣告的態度上之人數、平均數、Ｆ值、及Ｐ值…54 表３－１５ 打字機組受試在排除打字機使用經驗下，可信信度與說服力二因子、在對廣告的態度上各細格之人數、平均數…56 表３－１６ 打字機組受試在排除打字機使用經驗下，可信度高低各組在產品認知上各細格之人數、平均數…57 表３－１７ 面紙組受試在排除面紙使用經驗後，可信度、說服力各組受試在產品購買傾向各細格人數、平均數…58 表３－１８ 面紙組受試在對廣告的態度上部份細格之共變數分析結果…60 圖１－１ 態度改變的推敲可能模式…13 圖３－１ 產品種類與訊息量各組在對廣告的態度上之得分…44 圖３－２ 可信度、說服力、及訊息量三者在對廣告的態度上之得分…46 圖３－３ 產品種類、可信度及訊息量三者在對廣告的態度上之之得分…48 圖３－４ 打字機情況下，可信度與說服力各組在對廣告的態度上之得分…49 圖３－５ 打字機情況下，可信度、說服力、及訊息量三者在對廣告的態度上之得分…51 圖３－６ 面紙時、可信度與訊息量二者在對廣告的態度上之得分…53 圖３－７ 面紙時、可信度、說服力、及訊息量三者在對廣告的態度上之得分…55 圖３－８ 打字機組受試在排除打字機使用經驗下、可信度與訊息量二者在對廣告的態度上之得分…57 圖３－９ 面紙組受試在排除面紙使用經驗後、可信度與說服力各組在產品購買傾向上之得分…59 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002006412 en_US dc.title (題名) 不同廣告訴求方式對不同產品的影響 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 附錄F 參考文獻 李美枝 社會心理學，台北市，大洋出版社，民國70年。 顏伯勤 廣告學術系列總序，見黃慧貞譯廣告學，台北市，桂冠圖書公司，民國72年。 Ajzen, I. & Fishbein, M. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 1977, 84, 888-918. Bauer, R. A. Consumer behavior as risk taking. Risk taking and information handling in consumer behavior. Graduate School of Business Administration, Harvard University, Boston, 1967, 55-57. Bem, D. J. Beliefs, attitudes, and human affairs. Belmont, Calif.: Brooks/Cole, 1970. Bem, D. J. Self-perception theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 6). New York: Academic Press, 1972. Bem, D. J. & Allen, A. On predicting some of the people some of the time: the search for cross-situational consistencies in behavior. Psychology Review, 1974, 81, 506–512. Cacioppo, J. T. & Petty, R. E. Effects of message repetition and position on congnitive responses, recall, and persuasion. Journal of Persionality and Social Psychology, 1979, 37, 97-109. (b) Cacioppo, J. T. & Petty, R. E. Persuasiveness of commercials is affected by exposure frequency and communication cogency: A theoretical and empirical analysis. In J.H. Leigh & C. R. Martin (Eds.), Current issues and research in advertising. Ann Arbor: University of Michigan, 1980. (a) Cacioppo, J. T. & Petty, R. E. Sex differences in influenceability: Toward specifying the underlying processes. Personality and Social Psychology Bulletin, 1980, 6, 651-656. (b) Calder, B. J., Insko, C. A., & Yandell, B. The relation of cognitive and memorial processes to persuasion in a simulated jury trial. Journal of Applied social psychology, 1974, 62-93. Chaiken, S. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 1980, 39, 752-766. Chaiken, S. & Eagly, A, H. Communication modality as a determinant of message persuasiveness and message comprehensibility. Journal of Personality and Social Psychology, 1976, 34,605–614. Cook, T. D. Competence, counterguing, and attitude change, Journal of Personality, 1969, 37, 342-358. Cooper, H. M. Statistically combing independent studies: Meta-analysis of sex differences in comformity research. Journal of Personality and Social Psychology, 1979, 7, 131-146. Cox, D. F. Risk taking and information handling in consumer behavior, Graduate School of Business Administration, Harvard University, Boston, 1967, 60-63. Duval, S. & Wicklund, R. A. A theory of objective self-awareness. New York: Academic Press, 1972. Eagly, A. H. Comprehensibility of persuasive arguments as a determinant of opinion change. Journal of Personality and Social Psychology, 1974, 29, 768-773. Eagly, A. H. Sex differences in influenceability. Psychological Bulletin, 1978, 85, 86-116. Eagly, A. H. & Carli, L. Sex of researchers and sex-typed communications as determinents of sex differences in influenceability. Psychological Bulletin, 1978, 85, 86-116. Eagly, A. H. & Himmelfarb, S. Attitudes and opinions. Annual Review of Psychology, 1978, 29, 517-554. Eagly, A. H. & Warren R. Intelligence, comprehension, and opinion change. Journal of Personality, 1976, 44, 226-242. Eagly, A. H., Wood, W. & Fishbaugh, L. Sex differences in conformity: Surveillance by the group as a determinant of male nonconformity. Journal of Personality and Social Psychology, 1981, 40, 384-394. Etgar, M. & Goodwin, S. A. One-sided versus two-sided comparative message appeals for new brand introductions. Journal of Comsumer Research, 1982, (March), 8, 460-461. Fazio, R. H., Zanna, M. P. Direct experience and attitude-behavior consistency. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 14). New York: Academic Press, 1981. Fazio, R. H., Zanna, M. P., & Cooper, J. Dissonance and self-perception: An integrative view of each theory`s proper domain of application. Journal of Experimental Social Psychology, 1977, 13, 464–479. Fishbein, M. A consideration of beliefs and their role in attitude measurement. In M. Fishbein (Ed.), Readings in attitude theory and measurement, Wiley, 1967. Fishbein, M. & Ajzen, I. Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, Mass.: Addison-Wesley, 1975. Greenwald, A. G. & Albert, R. D. Acceptance and recall of improvised arguments. Journal of Personality and Social Psychology. 1968, 8, 31-34. Greenwald, A. G. Cognitive learning, cognitive response to persusaion, and attitude change. in A. G. Greenwald, T. C. Brock, and T. M. Ostrom (Eds.), Psychological foundations of attitudes. New York: Academic Press, 1968. Hass, R. G. Effects source characteristics on the cognitive processing of persuasive messages and attitude change. In R. Petty, T. Ostrom, & T. Brock (Eds.), Cognitive responses in persuasion. Hillsdale, N. J.: Erbaum, 1981. Heider, F. The psychology of interpersonal relations. New York: Wiley, 1958. Hovland, C. I., Janis, I. L., & Kelley, J. J. Communication and persuasion, New Haven: Yale University Press, 1953. Husek, T. R. Persuasive impacts on early, late, or no mention of a negative source. Journal of Personality and Social psychology, 1965, 2, 125-128. Ickes, W. J., Wicklund, R. A., & Ferris, C. B. Objective self-awareness and self-esteem. Journal of Experimental Social Psychology, 1973, 9, 202-219. Insko, C. A., & Schopler, J. Experimental Social Psychology. New York: Academic Press, 1972. Janis, I. L. & King, B. T. The influence of role-playing on opinion change. Journal of Abnormal and Social Psychology, 1954, 49, 211-218. Johonsen, H. H., & Scileppi, J. A. Effects of ego-involvement conditions on attitude change to high and low credibility communicators. Journal of Personality and Social Psychology, 69, 13, 31-36. Jordan, N. Behavioral forces that are a function of attitudes and of cognitive organization. Human Relations, 1953, 6, 273-288. Kiesler, C. A., Collins, B. E., & Miller, N. Attitude change: A critical analysis of theoretical approaches. New York: Willey, 1969. King, B. T., & Janis, I. L. Comparison of the effectiveness of improvised versus nonimproverised role-playing in producing opinion change. Human Relations, 1956, 9, 177-186. Kelman, H. C., & Hovland, C. I. "Reinstatement" of the communicator in delayed measurement of opinion change. Journal of Abnormal and Social Psychology, 1953, 48, 327–355. Leventhal, H. Findings and theory in the study of fear communications. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 5). New York: Academic Press, 1970. Fazio, R. H., & Zanna, M. P. Direct experience and attitude-behavior consistency. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 14). New York: Academic Press, 1981. Fuller, C. H. Comparisons of two experimental paradigms as tests of Heider`s balance theory. Journal of Personality and Social Psychology, 1975, 30, 802-806. Miller, C. E., & Norman, R. M. G. Balance agreement, and attraction in hypothetical social situations. Journal of Experimental Social Psychology, 1976, 12, 109-119. Miracle, G. E. Product characteristics and marketing strategy. Journal of Marketing Jan., 1965, 18-24. Norman, R. When what is said is important: A comparison of expert and attractive sources. Journal of Experimental Social Psychology, 1976, 12, 294-300. Oscamp, S. Attitudes and opinions. Englewood Cliffs, N. J.: Prentice-Hall, 1977. Petty, R. E. & Cacioppo, J. T. Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 1979, 37, 1915–1926. (b) Petty, R. E., & Cacioppo, J. T. Attitude and persuasion: Classic and contemporary approaches. Dubuque, Iowa: Wm. C. Brown, 1981. Petty, R. E., Cacioppo, J. T. The effects of involvement in responses to argument quantity and quality fournal of personality and social psychology, 1984, 46, 69-81. Petty, R. E., Cacioppo, J. 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