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| Title | The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads: Individual Differences as Moderators |
| Creator | Chang, Chingching 張卿卿 |
| Contributor | 政大廣告系 |
| Key Words | Werbung; Advertising; Advertising media; Werbewirkung; Advertising effectiveness; Taiwan |
| Date | 2011-09 |
| Date Issued | 25-Feb-2013 10:01:31 (UTC+8) |
| Summary | 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. |
| Relation | Journal of Advertising, 40(3),45-59 |
| Type | article |
| DOI | http://dx.doi.org/10.2753/JOA0091-3367400304 |
| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| 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_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Advertising, 40(3),45-59 | en |
| dc.subject (關鍵詞) | Werbung; Advertising; Advertising media; Werbewirkung; Advertising effectiveness; Taiwan | en |
| dc.title (題名) | The Influence of Editorial Liking and Editorial-Induced Affect on Evaluations of Subsequent Ads: Individual Differences as Moderators | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.2753/JOA0091-3367400304 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.2753/JOA0091-3367400304 | en_US |