| dc.contributor | 廣告系 | - |
| dc.creator (作者) | Chang, Chingching | - |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2015 | - |
| dc.date.accessioned | 10-十二月-2015 16:17:00 (UTC+8) | - |
| dc.date.available | 10-十二月-2015 16:17:00 (UTC+8) | - |
| dc.date.issued (上傳時間) | 10-十二月-2015 16:17:00 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/79634 | - |
| dc.description.abstract (摘要) | This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers` low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes. | - |
| dc.format.extent | 111 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | International Journal of Advertising: The Review of Marketing Communications | - |
| dc.subject (關鍵詞) | anticipated happiness ; anticipatory hope ; after-use appeals ; before-use appeals ; before-after appeals ; product involvement ; product performance | - |
| dc.title (題名) | Before–after appeals: a dual-route effect model | - |
| dc.type (資料類型) | article | - |
| dc.identifier.doi (DOI) | 10.1080/02650487.2015.1022300 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/02650487.2015.1022300 | - |
