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題名 A Metacognitive Model of the Effects of Susceptibility to Persuasion Self-Beliefs on Advertising Effects
作者 Chang, Chingching
張卿卿
貢獻者 廣告系
日期 2017
上傳時間 22-十二月-2018 11:59:56 (UTC+8)
摘要 This study postulates that people`s beliefs about their own susceptibility to persuasion efforts can influence advertising effects. It thus represents the first explication of the process by which self-beliefs determine advertising effects, through their influence on the subjective experience of the ease of being persuaded. Integrating three research streams (metacognition, persuasion knowledge, and cognitive correction), the current study proposes a model of three influence patterns, which are contingent on whether people perceive the advertising message to be high in manipulative intent and whether people are motivated to be accurate in their judgments. If advertising messages are low in manipulative intent, such that the persuasion seems acceptable, susceptibility self-beliefs influence people`s attitudes toward the advertised products or issues (i.e., expected effects). If advertising messages are high in manipulative intent, such that persuasion seems unacceptable, people exhibit suppression (no effects) if they have weak accuracy motives, but they exhibit overcorrection (opposite effects) if they are strongly motivated to be accurate. Five studies test these predictions and reveal some demographic characteristics associated with self-beliefs about susceptibility to persuasion. The findings thus have important implications for advertising practitioners.
關聯 JOURNAL OF ADVERTISING,46(4), 487-502
資料類型 article
DOI http://dx.doi.org/10.1080/00913367.2017.1392911
dc.contributor 廣告系
dc.creator (作者) Chang, Chingching
dc.creator (作者) 張卿卿
dc.date (日期) 2017
dc.date.accessioned 22-十二月-2018 11:59:56 (UTC+8)-
dc.date.available 22-十二月-2018 11:59:56 (UTC+8)-
dc.date.issued (上傳時間) 22-十二月-2018 11:59:56 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/121483-
dc.description.abstract (摘要) This study postulates that people`s beliefs about their own susceptibility to persuasion efforts can influence advertising effects. It thus represents the first explication of the process by which self-beliefs determine advertising effects, through their influence on the subjective experience of the ease of being persuaded. Integrating three research streams (metacognition, persuasion knowledge, and cognitive correction), the current study proposes a model of three influence patterns, which are contingent on whether people perceive the advertising message to be high in manipulative intent and whether people are motivated to be accurate in their judgments. If advertising messages are low in manipulative intent, such that the persuasion seems acceptable, susceptibility self-beliefs influence people`s attitudes toward the advertised products or issues (i.e., expected effects). If advertising messages are high in manipulative intent, such that persuasion seems unacceptable, people exhibit suppression (no effects) if they have weak accuracy motives, but they exhibit overcorrection (opposite effects) if they are strongly motivated to be accurate. Five studies test these predictions and reveal some demographic characteristics associated with self-beliefs about susceptibility to persuasion. The findings thus have important implications for advertising practitioners.en_US
dc.format.extent 889390 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) JOURNAL OF ADVERTISING,46(4), 487-502
dc.title (題名) A Metacognitive Model of the Effects of Susceptibility to Persuasion Self-Beliefs on Advertising Effectsen_US
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/00913367.2017.1392911
dc.doi.uri (DOI) http://dx.doi.org/10.1080/00913367.2017.1392911