政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103265

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109948/140897 (78%)
Visitors : 46107213 Online Users : 1339

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/103265

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103265

Title:	廣告音樂對消費者的影響及其研究方法
Other Titles:	The Effect of Ad Music on the Consumer- A Research Framework
Authors:	翁景民;趙琪
Contributors:	國立政治大學廣告學系
Keywords:	指頭畫;高其佩
Date:	1994-03
Issue Date:	2016-10-25 15:29:34 (UTC+8)
Abstract:	當廣告與消費者研究人員在研究廣告音樂的效果時，研究工作可能較著重於對音樂訊息有意識的心理操弄，而認為受測者的反應為情感性的，雖有研究探討廣告音樂在認知層面的影響，但難以對其真實效果加以確認。本研究提出廣告音樂可能在一「有限訊息傳遞系統」的認知過程中運作，並發展認知心理學的研究方法以補廣告與消費者研究人員所慣用的標準過程追蹤方法之不足。 While Ad and consumer researchers have evinced considerable interest in the effect of Ad music, works have centered on the conscious mental manipulation of music message and argued if he respondents were dominated by their feelings. This paper addresses that the effect of music may work in the cognitive process of `limited information delivering system` and consequently attempts to develop a research method to support the standard process tracing methods commonly adopted by the cognitive psychology researchers.
Relation:	廣告學研究, 3, 1-19
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML2	552	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...