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題名 The effects of ad-induced and context-induced affect on on-line and off-line judgments of health ads
作者 Chang, Chingching
張卿卿
貢獻者 政大廣告系
關鍵詞 ad-induced affect; advertising; context-induced affect; health
日期 2011-12
上傳時間 21-Feb-2013 10:54:22 (UTC+8)
摘要 The studies reported in this article examined the influence of context-induced and ad-induced affect on online (real time) and offline (memory-based) judgments in the context of disease (hepatitis B) prevention advertising among college students in Taiwan. An experiment with three between-subject factors the source of affect (context-induced versus ad-induced), the valence of the affect (positive, neutral, or negative), and the timing of evaluation (online versus offline) showed that both context-induced and ad-induced affect influenced online ad effectiveness but through different mechanisms. Context-induced affect influenced ad effectiveness through changes in processing strategies. Ad-induced affect influenced responses to the ad and the advocated health issue through either an affect as information mechanism or an affect priming mechanism, depending on the processing strategies triggered by context-induced affect. For offline judgments, ad-induced affect but not context-induced affect influenced ad and issue-related evaluations, because the former was more relevant to the advocated issue and thus more likely to be retrieved from memory when viewers evaluated the issue.
關聯 Asian Journal of Communication, 21(6), 523-543
資料類型 article
DOI http://dx.doi.org/10.1080/01292986.2011.609597
dc.contributor 政大廣告系en
dc.creator (作者) Chang, Chingchingen
dc.creator (作者) 張卿卿-
dc.date (日期) 2011-12-
dc.date.accessioned 21-Feb-2013 10:54:22 (UTC+8)-
dc.date.available 21-Feb-2013 10:54:22 (UTC+8)-
dc.date.issued (上傳時間) 21-Feb-2013 10:54:22 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56967-
dc.description.abstract (摘要) The studies reported in this article examined the influence of context-induced and ad-induced affect on online (real time) and offline (memory-based) judgments in the context of disease (hepatitis B) prevention advertising among college students in Taiwan. An experiment with three between-subject factors the source of affect (context-induced versus ad-induced), the valence of the affect (positive, neutral, or negative), and the timing of evaluation (online versus offline) showed that both context-induced and ad-induced affect influenced online ad effectiveness but through different mechanisms. Context-induced affect influenced ad effectiveness through changes in processing strategies. Ad-induced affect influenced responses to the ad and the advocated health issue through either an affect as information mechanism or an affect priming mechanism, depending on the processing strategies triggered by context-induced affect. For offline judgments, ad-induced affect but not context-induced affect influenced ad and issue-related evaluations, because the former was more relevant to the advocated issue and thus more likely to be retrieved from memory when viewers evaluated the issue.en
dc.format.extent 291962 bytes-
dc.format.mimetype application/pdf-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Asian Journal of Communication, 21(6), 523-543en
dc.subject (關鍵詞) ad-induced affect; advertising; context-induced affect; healthen
dc.title (題名) The effects of ad-induced and context-induced affect on on-line and off-line judgments of health adsen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1080/01292986.2011.609597en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1080/01292986.2011.609597en_US