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題名 Country-of-Origin as a Heuristic Cue: The Effects of Message Ambiguity and Product Involvement
作者 Chang, Chingching
張卿卿
日期 2004
上傳時間 22-Nov-2010 20:18:27 (UTC+8)
摘要 This research applies the heuristic–systematic model to understand how country-of-origin (CO) cues can affect the way consumers process advertising messages and evaluate advertised products under different conditions. Findings of Experiment 1 show that, when product information is ambiguous, consumers are more likely to engage in heuristic processing, relying on CO cues to infer product quality and form their product evaluations. However, when product information is unambiguous, consumers engage in systematic processing and evaluate the product based on their assessments of product attributes. Findings of Experiment 2 further suggest that product involvement affects the extent to which consumers engage in heuristic processing when message ambiguity is at different levels. Specifically, mediational analyses indicate that, when product information featured in an ad is ambiguous, a low-involving product engages consumers in heuristic processing. Furthermore, when product information is unambiguous, a low-involving product engages consumers in systematic processing, whereas a high-involving product involves participants in an additivity processing style in which CO cue-based heuristic processing and attribute-based systematic processing co-occur.
關聯 Media Psychology, 6, 169-193
資料類型 article
DOI http://dx.doi.org/10.1207/s1532785xmep0602_3
dc.creator (作者) Chang, Chingchingen
dc.creator (作者) 張卿卿-
dc.date (日期) 2004-
dc.date.accessioned 22-Nov-2010 20:18:27 (UTC+8)-
dc.date.available 22-Nov-2010 20:18:27 (UTC+8)-
dc.date.issued (上傳時間) 22-Nov-2010 20:18:27 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/48402-
dc.description.abstract (摘要) This research applies the heuristic–systematic model to understand how country-of-origin (CO) cues can affect the way consumers process advertising messages and evaluate advertised products under different conditions. Findings of Experiment 1 show that, when product information is ambiguous, consumers are more likely to engage in heuristic processing, relying on CO cues to infer product quality and form their product evaluations. However, when product information is unambiguous, consumers engage in systematic processing and evaluate the product based on their assessments of product attributes. Findings of Experiment 2 further suggest that product involvement affects the extent to which consumers engage in heuristic processing when message ambiguity is at different levels. Specifically, mediational analyses indicate that, when product information featured in an ad is ambiguous, a low-involving product engages consumers in heuristic processing. Furthermore, when product information is unambiguous, a low-involving product engages consumers in systematic processing, whereas a high-involving product involves participants in an additivity processing style in which CO cue-based heuristic processing and attribute-based systematic processing co-occur.-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Media Psychology, 6, 169-193en
dc.title (題名) Country-of-Origin as a Heuristic Cue: The Effects of Message Ambiguity and Product Involvementen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1207/s1532785xmep0602_3en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1207/s1532785xmep0602_3en_US