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    题名: Effects of the Number of Advertised Brands in a Choice Set: A Meta-Cognitive Process
    作者: 張卿卿
    Chang , Chingching
    張偉珊
    Chang , Wei‐Shan
    游婉雲
    Yu, Wan‐Yun
    贡献者: 廣告系
    日期: 2019-05
    上传时间: 2020-04-28 13:53:19 (UTC+8)
    摘要: When product shelves feature more advertised brands, such that the choice set likely contains some familiar options, this subjective experience of familiarity could influence consumers' evaluations of chosen products and shopping experiences, through a metacognitive process. The findings of this study suggest that (a) a product shelf displaying some advertised brands, as opposed to no advertised brands, generates greater subjective familiarity, more favorable attitudes toward the purchased items, more shopping satisfaction, and greater intentions to revisit the store; and similarly, (b) a product shelf displaying more, as opposed to fewer, advertised brands generates greater subjective familiarity, more favorable attitudes toward the purchased items, more shopping satisfaction, and greater intentions to revisit the store. These outcomes result from a three‐step metacognitive process, whereby the subjective familiarity triggered by the presence of advertised brands influences judgments, through the effect of shopping pleasure. These results are robust for high‐ and low‐involvement products, as well as in contexts in which the prices of the advertised brands are higher than, lower than, or the same as those of the nonadvertised brands.
    關聯: Psychology & Marketing, Vol.36, No.5, pp.502-519.
    数据类型: article
    DOI 連結: https://doi.org/10.1002/mar.21193
    DOI: 10.1002/mar.21193
    显示于类别:[廣告學系] 期刊論文

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