English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 89683/119504 (75%)
Visitors : 23941009      Online Users : 134
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/89131
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/89131

    Title: 廣告訊息正反性.廣告主可信度.訊息涉入與廣告效果之關係
    Authors: 林清州
    Contributors: 張重昭
    Date: 1992
    Issue Date: 2016-05-02 15:13:10 (UTC+8)
    Abstract: 行銷人員利用廣告將產品訊息呈遞給消費者,因此,瞭解影響廣告效果的因素,便是行銷人員的一項重要工作。本研究欲透過對廣告訊息正反性、廣告主可信度、訊息涉入等三個因素之操弄,以了解其對廣告效果之影響,並做為企業制定廣告政策之參考。
    Reference: 一、中文部分:
    1 .杜富漢,「不同廣告訴求方式對不同產品的影響」,政治大學心理研究所未出版碩士論文,民國七十五年六月。
    2 .林建煌,「廣告信念、廣告主聲譽、廣告訊息正反性與廣告效果之關係,管理科學學報,第八卷,第二期,民國八十年十二月。
    3 .連英傑,「消費者訊息處理動機與能力對廣告效果的影響」,政治大學企業管理研究所未出版碩士論文,民國八十年六月。
    4 .黃俊英,行銷研究一管理與技術(第三版)台北:華泰書局,民國七十六年一月。
    5 .張東峰、鄭伯壎編譯,西爾格德等著,心理學,桂冠圖書公司,民國七十五年。
    6 .樊志育,廣告效果研究,台北:三民書局,民國七十三年三月初版。
    7 .薛培亮,「訊息涉入於廣告之應用」,輔仁大學管理學研究所未出版碩士論文,民國七十九年七月。
    8 .藍三印、羅文坤著,廣告心理學,台北:天馬出版社,民國六十八年初版。
    9 .羅文坤,行銷傳播學,台北:三民書局,民國七十五年十二月初版,162~163。

    1. Atkinson, R. C. and R.M. Shiffrin, "The Control of Short-Term Memory, "Scientific American, Vol. 224 (1971), 82-90.
    2. Anderson, Norman H., Foundations of Information Integration Theory, New York: Academic Press, 1981.
    3. Andrews, J. Craig, "Motivation, Ability and opportunity to Process Information: Conceptual and Experimental Manipulation Issues," in Advances in Consumer Research XV, Michael J. Houston, ed., Provo, UT: Association for Consumer Research, 1988, 219-225.
    4. Bauer, R. A. "Consumer Behavior as Risk Taking," Risk taking and Information Handling In Consumer Behavior, Graduate School of Business Administration, Harvard University, Boston, 1967, PP.55-7.
    5. Belk, Russell W., "An Exploratory Assessment of situational Effect in Buying Behavior", Journal of Marketing Research, Vol.11(May 1974), 156-63.
    6. Ebbinghaus, H., Memory, (Trans. by H. A. Ruger and C. E. Bussenins), New York, Teachers College, (1885).
    7. Freiden, Jon B., "Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audience." Journal of Advertising Research, Octotober/November 1984, 33-41.
    8. Greenwald, Anthony, "Initial Opinion and Response to Persuasion," proposal to the National Science Foundation , 1970.
    9. Greenwald, Anthony, "Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change," in Psychological Foundations of Attitudes, eds. Anthony Greenwald, Timothy Brock, and Thomas Ostrom, New York: Academic Press, 1986, 147-70.
    10. Gotlieb, J. B. and J. E. Swan, "An Application of Elaboration Likeihood Model," Journal of Academy of Marketing Science, Vol. 18 (Summer 1990), 221-28.
    11. Godberg, Marvin E., and Jon Hartwick, "The Effect of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness", Journal of Consumer Research, Vol.17(September 1990), 172-9.
    12. Johnson, Homer H. and John A. Scileppi, "Effects of Ego-Involvement Conditions on Attitude Change to High and Low Credibility Communicators," Journal of Personality and Socialpsychology, Vol.13:1(1969), 31-5.
    13. Krugman, H. E., "The Impact of Television Advertising: ,Learning without Involvement", Public Opinion Quarterly, Vol.29(Fall 1965), 349-56.
    14. Kelly, Harold H., "Attribution Theory in Social Psychology," in Nebraska Symposium on Motivation, David Levine, ed., Lincoln, NE: University of Nebraska Press. 1967.
    15. Kelly, Harold H., "Attributions in Social Interaction," in Attribution: Perceiving the causes of Behavior, E.E. Jones, D.E. Kanouse, H.H. Kelly, R.E. Nisbett, S. Valins, and B. Weiner, eds., Norristown, NJ: General Learning Press, 1972.
    16. Kahneman, D. and A. Tversky, "Prospect Theory: An Analysis of Decision Under Risk." Econometrica Vol.47 (1979), 263-91.
    17. Kahneman, D. and A. Tversky, "The Psychology of Preferences," Scientific American, Vol. 246 (1982) , 162-70.
    18. Korgaonkar, P. K. and P. M. George, "An? Experimental study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising, Vol.11 (Fall 1982),32-44.
    19. Korgaonkar, Pradeep K. and George P. Moschis, "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performanceand Consumer Judgement of Product Performance," Journal of Advertising, Vol.11:3(1982), 32-44.
    20. Lavidge, Robert and Gary Steiner, "A Model for Predictive Measurements of Advertising Effectiveness ," Journal of Marketing, Vol. 25 (October 1961), 59-62.
    21. L.a.storicka, John L. and David M. Gardner, "Components of Involvement", in Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, Chicago: American--Marketing . Association, 1979, 53-73.
    22. Lutz, Richard J., Scott B. MAcKenz ie, and George E. Belch, "Attitude Toward-the Ad as a Mediator of Advertising Efectiveness: Determinants and Consequeces," in Advance in Consumer Research, Vol.10, R.P.Bagozzi and A.M. Tybout, eds. Ann Arbor, MI: Association for Consumer Research, 1983, 532-9.
    23. L.a.utman, Martin R. and Larry Percy, "Cognitive and Affective Responses in Attribute Based Versus End-Benefit Oriented Advertising," In Advances in Consumer Research, 11, T.C. Kinnear ed., Provo, UT: Association for Consumer Research, 1984, 11-17.
    24. Lutz, Richard J., "Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Framework," in Psychological Processes and Advertising Effects, eds. Linda F. Alwitt and Andrew A. Mitchell, Hillsdale, NJ: Erlbaurn, 1985, 45-63.
    25. Levin, Irwin P. & Richard D. Johnson & Craig P. Russo
    and Patvicia J. Deldir, "Framing Effects in Jadgement Tasks with Varying Amounts of Infornation", Organizational Behaviov and Human Decision Process, Vol.36(1985), 362-77.
    26. Lynne, Judith Zaickowsky, "Measuring the Involvement Construct", Journal of Consumer Research, Vol. 12(Dec1985), 341-52.
    27. Levin, Irwan P. and Gary J. Gaeth, "Framing of Attribute Information Befor and After consuming the Product," Journal of Consumer Research", Vol. 15 (1988),374-8.
    28. Laurent, Gilles and Jean-Noel Kapferer, "Measuring Consumer Involvement Profile," Journal of Marketing Research, Vol.22(February) , 41-53.
    29. Myers, John H., and William H. Reynolds, Consumer Behavior and Marketing Management, Boston: Houghton-Mifflin, 1967.
    30. Mayerowitz, Beth E. and Shelly Chaiden, "The Effect of Message Framing on Breast Self-Examination Attitudes, Intentions, and Behavior, "Journal of Personality and Social Psychology, Vol.52(1987) , 500-10.
    31. Maheswaran, Duraivoj and Joan Mayers-Levy, "The Influence of Message Framing and Lssue In Volvement", Journal of Marketing Research, Vol.27(1990), 361-7
    33. Ohanian, R., "Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness," Journal of Advertising Vol.19:3(1990), 39-52.
    34. Petty, R. E. and J. T. cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm.C. Brown, 1981.
    35. Petty, Richard E. and John T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, Iowa: WID. C. Brown Co., 1981.
    36. Petty, Richard E. and John T. cacioppo and David Schumann, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Vol.10(September 1983) ,135-46.
    37. Park, C. Whan and B. Mittal, "A Theory of Involvement in Consumer Behavior: Problems and Issues, "Research in Consumer Behavior, J. N. Sheth ed, Greenwich, Consumer Behavior, J. N. Sheth ed.,pp.220-3., Connecricut: Jai Press, Inc., 1985.
    38. Petty, Richard E. and John T. Cacioppo, Communication and Persuasion: Central and peripheral Routes to Attitude Change, Ny: Springer-Verlag, 1986.
    39. Rhine, Roman J. and Laurence J. Sverance, "EgoInvolvement, Discrepancy, Source credibility, and Attitude Change," Journal of Personality and Social Psychology, Vol.16:2(1970), 175-90.
    40. Ray, M. L., Marketing Communication and the Hierarchy-of-Effects, Cambrige, Mass: Markering Science Institute, 1973.
    41. Ramond, C., Advertising Research: The State of Art. Ny: Association of National Advertisers, Inc., 1976, P.15.
    42. Settle, Robert B., and Linda L. Golden, "Attribution Theory and Advertiser credibility", Journal of Marketing Research, Vol.6(May 1974), 181-5.
    43. Sternthal, Brian & RuBy Dholakia, and Clark Leavitt, "The Persuasive Effect of Source credibility: Tests of cognitive Response", Journal of Consumer Research, Vol.4 (March 1978), 252-60.
    44. Scultz, D. E. & D. Martin and W. P. Brown, Strategic Advertising Campaigns, Chicago: crain Boods, Division of crain Communication, Inc., 1984.
    45. Slama, Mark E. and Arrnen Tashchian, "Selected Socioeconomic and Demographic Characteristic Associated with Purchasing Involvement", Journal of Marketing, (Winter 1985), 72-82.
    46. Shiffman, Leon G. and Leslie Lazar and Kaunk, Consumer Behavior, Prentice Hall,1987.
    47. Tversky, A. and D.Kahneman," The Framing of Decisions and The Psychology of Choice." Science (Washingion, D. C.)Vol.211(1981), 453-58.
    48. Zaichkowsky, Judith Lynn, "Measuring the In Volvement Construct," Journal of Consumer Research, Vol.12 (December 1985), 341-52.
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002004472
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    There are no files associated with this item.

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback