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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56969

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Title:	Effectiveness of promotional premiums: The moderating role of affective state in different contexts
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2009-01
Issue Date:	2013-02-21 11:23:37 (UTC+8)
Abstract:	This research explores the influence of affective state on ad and product judgments for advertising that features promotional offers of high and low price value. Consistent with expectations, Study 1 found that for happy participants, high-price value premiums generated higher ad believability ratings, which in turn enhanced ad and brand attitudes. For sad participants, however, the positive effects of high-price value premiums were attenuated due to message believability discounting. It is proposed that the moderating influence of affective state on responses to ads featuring premiums should be more likely to emerge when attention to premiums is high, as in situations where ads feature less important product attributes or when consumers plan to purchase a product. Study 2 found that the interaction between affective state and premium value was significant when ads featured less important product attributes, but not when they featured important product attributes. Study 3 found that the interaction was significant for participants who intended to purchase the product in the near future, but not for those who did not have purchase intentions.
Relation:	Psychology & Marketing, 26(2), 175-194
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1002/mar.20266
DOI:	10.1002/mar.20266
Appears in Collections:	[廣告學系] 期刊論文

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