| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2009 | - |
| dc.date.accessioned | 22-Nov-2010 20:35:02 (UTC+8) | - |
| dc.date.available | 22-Nov-2010 20:35:02 (UTC+8) | - |
| dc.date.issued (上傳時間) | 22-Nov-2010 20:35:02 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48406 | - |
| dc.description.abstract (摘要) | Purpose - Examines how the type of editorial content can impinge on consumers` cognitive ability and affect their processing of advertising narratives. Design/methodology/approach - Refers to how previous studies have identified the how narratives (story telling) can contribute to advertising effectiveness; suggests that this effectiveness can depend on an individual`s cognitive capacity (involvement). Outlines how advertising literature has determined that the greater the consumer`s involvement in magazine articles and programmes, the less cognitive capacity there will be available for processing subsequent advertising. Presents a number of hypotheses; tests these on data drawn from a between-subjects design experiment. Findings - Reports how narrative articles can cognitively and affectively involve readers to a higher degree than facts-based articles and that this reduces the cognitive capacity for processing a narrative advertisement. Research limitations/implications - Look at how narrative structures affect consumers` cognitive capacity; control both arousal and enjoyment levels; included only editorial content and print advertising; replicate study with television programmes and commercials. Originality/value - Provides evidence of how narrative processing imposes high cognitive demands. | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Advertising, 38(1),21-33 | en |
| dc.subject (關鍵詞) | Advertising Effectiveness; Consumer Behaviour; Consumer Research; Narratives; Storytelling | - |
| dc.title (題名) | Being Hooked by Editorial Content: The Implications for Processing Narrative Advertising | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2753/JOA0091-3367380102 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2753/JOA0091-3367380102 | en_US |
