學術產出-期刊論文
| 題名 | Imagery fluency and narrative advertising effects |
| 作者 | Chang, Chingching 張卿卿 |
| 貢獻者 | 政大廣告系 |
| 日期 | 2013-02 |
| 上傳時間 | 21-二月-2013 16:18:45 (UTC+8) |
| 摘要 | This article identifies important cognitive processes associated with processing narrative ads (comprehending narratives and generating mental imagery of depictions in the narratives) and related subjective experiences (perceptual/conceptual fluency, comprehension, and imagery fluency). In line with the idea that perceptual/conceptual fluency facilitates comprehension fluency and further improves imagery fluency, this study presents a model in which factors influence imagery fluency either indirectly through influences on perceptual/conceptual and comprehension fluency or directly. Findings from two experiments support the model; picture type (narrative versus product picture) and narrative type (highly versus less accessible) indirectly alter imagery fluency through their influence on comprehension fluency, whereas individual characteristics (experiential versus rational processing orientation) directly alter it, which further affects ad and brand attitudes. |
| 關聯 | Journal of Advertising, 42:1, 54-68 |
| 資料類型 | article |
| DOI | http://dx.doi.org/10.1080/00913367.2012.749087 |
| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2013-02 | - |
| dc.date.accessioned | 21-二月-2013 16:18:45 (UTC+8) | - |
| dc.date.available | 21-二月-2013 16:18:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 21-二月-2013 16:18:45 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56973 | - |
| dc.description.abstract (摘要) | This article identifies important cognitive processes associated with processing narrative ads (comprehending narratives and generating mental imagery of depictions in the narratives) and related subjective experiences (perceptual/conceptual fluency, comprehension, and imagery fluency). In line with the idea that perceptual/conceptual fluency facilitates comprehension fluency and further improves imagery fluency, this study presents a model in which factors influence imagery fluency either indirectly through influences on perceptual/conceptual and comprehension fluency or directly. Findings from two experiments support the model; picture type (narrative versus product picture) and narrative type (highly versus less accessible) indirectly alter imagery fluency through their influence on comprehension fluency, whereas individual characteristics (experiential versus rational processing orientation) directly alter it, which further affects ad and brand attitudes. | en |
| dc.format.extent | 229154 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Advertising, 42:1, 54-68 | en |
| dc.title (題名) | Imagery fluency and narrative advertising effects | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/00913367.2012.749087 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2012.749087 | en_US |