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題名 情境引發情感對於高低涉入商品廣告效果之影響 其他題名 How Context-Evoked Affect Influences Responses to Ads for High and Low Involving Products 作者 張卿卿 關鍵詞 論點強弱;情境引發情感;商品涉入
Ad-evoked affect;Argument strength;Involvement日期 2007-07 上傳時間 18-Dec-2008 17:23:05 (UTC+8) 摘要 Drawing upon the multiple roles of affect in the Elaboration Likelihood Model proposed by Petty, Cacioppo, and their colleagues (Petty, Cacioppo, & Kasmer, 1987; Petty, Cacioppo, Sedikides, & Strathman, 1988; Petty, DeSteno, & Rucker, 2001; Petty, Gleicher, & Baker, 1991), this study explored the different roles that affect plays in the ad message reception process for a high involving and a low involving product. As expected, findings showed that, when processing ad messages for a high involving product, participants in positive affective states responded more favorably to a positive ad cue than to a negative cue when ad arguments were weak, whereas ad cue valence did not influence their responses when ad arguments were strong. On the contrary, participants in negative affective states responded more favorably to ads with strong arguments than weak arguments but did not respond differently to ads with positive versus negative cues. However, the proposed main effect of affective state on ad judgments for a low involving product did not emerge. 關聯 廣告學研究, 27, 57-77 資料類型 article dc.creator (作者) 張卿卿 zh_TW dc.date (日期) 2007-07 en_US dc.date.accessioned 18-Dec-2008 17:23:05 (UTC+8) - dc.date.available 18-Dec-2008 17:23:05 (UTC+8) - dc.date.issued (上傳時間) 18-Dec-2008 17:23:05 (UTC+8) - dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/17727 - dc.description.abstract (摘要) Drawing upon the multiple roles of affect in the Elaboration Likelihood Model proposed by Petty, Cacioppo, and their colleagues (Petty, Cacioppo, & Kasmer, 1987; Petty, Cacioppo, Sedikides, & Strathman, 1988; Petty, DeSteno, & Rucker, 2001; Petty, Gleicher, & Baker, 1991), this study explored the different roles that affect plays in the ad message reception process for a high involving and a low involving product. As expected, findings showed that, when processing ad messages for a high involving product, participants in positive affective states responded more favorably to a positive ad cue than to a negative cue when ad arguments were weak, whereas ad cue valence did not influence their responses when ad arguments were strong. On the contrary, participants in negative affective states responded more favorably to ads with strong arguments than weak arguments but did not respond differently to ads with positive versus negative cues. However, the proposed main effect of affective state on ad judgments for a low involving product did not emerge. en-US dc.format application/ en_US dc.language zh-TW en_US dc.language en-US en_US dc.language.iso en_US - dc.relation (關聯) 廣告學研究, 27, 57-77 en_US dc.subject (關鍵詞) 論點強弱;情境引發情感;商品涉入 zh-TW dc.subject (關鍵詞) Ad-evoked affect;Argument strength;Involvement en-US dc.title (題名) 情境引發情感對於高低涉入商品廣告效果之影響 zh_TW dc.title.alternative (其他題名) How Context-Evoked Affect Influences Responses to Ads for High and Low Involving Products en-US dc.type (資料類型) article en
