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題名 The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads: Individual Differences as Moderators
作者 Chang, Chingching
張卿卿
貢獻者 政大廣告系
關鍵詞 Werbung; Advertising; Advertising media; Werbewirkung; Advertising effectiveness; Taiwan
日期 2011-09
上傳時間 25-Feb-2013 10:01:31 (UTC+8)
摘要 Consumers do not view ads in a vacuum. In a natural advertising context, their view is cluttered with contextual media content, such as programs and editorial articles. When exposed to media content, consumers may experience affect and generate liking toward the content. Such media-induced affect, defined as emotions elicited by preceding media content, influences the effectiveness of subsequent ads and alters consumers` evaluations of both the ads and the advertised products (Aylesworth and MacKenzie 1998; Goldberg and Gorn 1987). Liking the contextual media content, which is a summative evaluation of this content, also influences consumers` evaluations of the ad and brand (Coulter 1998; Murry, Lastovicka, and Singh 1992). Media content might even elicit positive affect and liking simultaneously; in such conditions, it is not clear which one influences consumers` ad and brand judgments. This study examines the influence of contextual media content on the effectiveness of print magazine ads, using editorial articles as the exemplar of contextual media content.
關聯 Journal of Advertising, 40(3),45-59
資料類型 article
DOI http://dx.doi.org/10.2753/JOA0091-3367400304
dc.contributor 政大廣告系en
dc.creator (作者) Chang, Chingchingen
dc.creator (作者) 張卿卿zh_TW
dc.date (日期) 2011-09-
dc.date.accessioned 25-Feb-2013 10:01:31 (UTC+8)-
dc.date.available 25-Feb-2013 10:01:31 (UTC+8)-
dc.date.issued (上傳時間) 25-Feb-2013 10:01:31 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56983-
dc.description.abstract (摘要) Consumers do not view ads in a vacuum. In a natural advertising context, their view is cluttered with contextual media content, such as programs and editorial articles. When exposed to media content, consumers may experience affect and generate liking toward the content. Such media-induced affect, defined as emotions elicited by preceding media content, influences the effectiveness of subsequent ads and alters consumers` evaluations of both the ads and the advertised products (Aylesworth and MacKenzie 1998; Goldberg and Gorn 1987). Liking the contextual media content, which is a summative evaluation of this content, also influences consumers` evaluations of the ad and brand (Coulter 1998; Murry, Lastovicka, and Singh 1992). Media content might even elicit positive affect and liking simultaneously; in such conditions, it is not clear which one influences consumers` ad and brand judgments. This study examines the influence of contextual media content on the effectiveness of print magazine ads, using editorial articles as the exemplar of contextual media content.en
dc.format.extent 223836 bytes-
dc.format.mimetype application/pdf-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Journal of Advertising, 40(3),45-59en
dc.subject (關鍵詞) Werbung; Advertising; Advertising media; Werbewirkung; Advertising effectiveness; Taiwanen
dc.title (題名) The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads: Individual Differences as Moderatorsen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.2753/JOA0091-3367400304en_US
dc.doi.uri (DOI) http://dx.doi.org/10.2753/JOA0091-3367400304en_US