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    政大機構典藏 > 傳播學院 > 廣告學系 > 會議論文 >  Item 140.119/78162
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/78162

    Title: Ambivalent Attitudes and Persuasion
    Authors: Chang, Chingching
    Contributors: 廣告系
    Date: 2010
    Issue Date: 2015-09-02 15:33:28 (UTC+8)
    Abstract: By extending prior research that has shown that people who feel ambivalent toward a target object engage in systematic processing, the first experiment in this study demonstrates that people engage in systematic processing when they feel ambivalent toward an information source as well. Experiments 2 and 3 demonstrate in turn that identification with the source/target can enhance motivated processing among ambivalent people. According to Experiment 2, when a manipulation causes people to feel ambivalent toward a positive source, their identification with the source influences their responses to the endorsed information, such that stronger identifiers exhibit motivated processing and express indiscriminately positive responses to the endorsed information. Experiment 3 demonstrates that when a manipulation makes people feel ambivalent toward a target, those who strongly identify with that target engage in motivated processing by improving their attitudes upon their exposure to new positive information about the target. ..PAT.-Unpublished Manuscript
    Relation: Conference Papers -- International Communication Association, 2010, 1
    Data Type: conference
    Appears in Collections:[廣告學系] 會議論文

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