| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2006 | - |
| dc.date.accessioned | 22-Nov-2010 20:37:42 (UTC+8) | - |
| dc.date.available | 22-Nov-2010 20:37:42 (UTC+8) | - |
| dc.date.issued (上傳時間) | 22-Nov-2010 20:37:42 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48414 | - |
| dc.description.abstract (摘要) | The present article had two objectives: (a) to explore the relative impacts of context-induced and ad-induced affect on ad and brand evaluations, and (b) to investigate how individual differences in affect intensity and introversion/extroversion moderate the effects of ad-induced affect. In Study 1, ad-induced affect, but not contextinduced affect, significantly influenced ad and brand evaluations when both forms of affect induction were manipulated. Furthermore, Studies 1 and 2 showed that individuals scoring differently on affect intensity and introversion/extroversion responded in divergent ways to ad messages that elicited positive and negative affect. | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Psychology & Marketing, 23(9), 757-782 | en |
| dc.title (題名) | Context-induced and ad-induced affect: Individual differences as moderators | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1002/mar.20128 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1002/mar.20128 | en_US |
