Relative judgments in competitive contexts

Title	Relative judgments in competitive contexts
Creator	Chang, Chingching 張卿卿
Date	2003
Date Issued	18-Dec-2008 17:38:17 (UTC+8)
Summary	This study suggests that the competing ad in an ad-viewing context can alter participants’ evaluations of the target ad and the target brand. Results of two experiments have indicated that, for a new brand, the diagnosticity and effectiveness of ad messages is determined by the uniqueness of product attributes featured in the ads. Further, findings have demonstrated that perceived ad diagnosticity affects participants’ ratings of ad liking and ad persuasiveness, thereby influencing their brand evaluations. However, for a familiar brand, participants’ existing brand attitudes are more diagnostic than ad messages. Therefore, when viewing an ad for a familiar brand, participants’ post-exposure brand evaluations are determined by their existing brand attitudes, not by the uniqueness of the featured product attributes, ad liking or ad persuasiveness.
Relation	Advances in Consumer Research
Type	article

dc.creator (作者)	Chang, Chingching	en_US
dc.creator (作者)	張卿卿	-
dc.date (日期)	2003	en_US
dc.date.accessioned	18-Dec-2008 17:38:17 (UTC+8)	-
dc.date.available	18-Dec-2008 17:38:17 (UTC+8)	-
dc.date.issued (上傳時間)	18-Dec-2008 17:38:17 (UTC+8)	-
dc.identifier.uri (URI)	https://nccur.lib.nccu.edu.tw/handle/140.119/17789	-
dc.description.abstract (摘要)	This study suggests that the competing ad in an ad-viewing context can alter participants’ evaluations of the target ad and the target brand. Results of two experiments have indicated that, for a new brand, the diagnosticity and effectiveness of ad messages is determined by the uniqueness of product attributes featured in the ads. Further, findings have demonstrated that perceived ad diagnosticity affects participants’ ratings of ad liking and ad persuasiveness, thereby influencing their brand evaluations. However, for a familiar brand, participants’ existing brand attitudes are more diagnostic than ad messages. Therefore, when viewing an ad for a familiar brand, participants’ post-exposure brand evaluations are determined by their existing brand attitudes, not by the uniqueness of the featured product attributes, ad liking or ad persuasiveness.	-
dc.format	application/	en_US
dc.language	en	en_US
dc.language	en-US	en_US
dc.language.iso	en_US	-
dc.relation (關聯)	Advances in Consumer Research	en_US
dc.title (題名)	Relative judgments in competitive contexts	en_US
dc.type (資料類型)	article	en