政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/103225

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109952/140887 (78%)
Visitors : 46287188 Online Users : 452

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 140.119/103225

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103225

Title:	自動性廣告效果
Other Titles:	The Automatic Influence of Advertising-Induced Affect
Authors:	劉少康
Keywords:	自動性廣告
Date:	1995-01
Issue Date:	2016-10-25 14:48:32 (UTC+8)
Abstract:	自動性廣告效果可能在消費者暴露於廣告訊息後非自主的，且難以避免的由記憶中產生。本研究之主旨在於提供此種自動性廣告效果的理論基礎，以及可用以測試此種效果的研究方法。本研究亦以兩組實驗結果證實由廣告所引起對品牌的好感可能在簡單的品牌提示下自動產生，並進而影響對品牌的判斷。A theoretical and methodological framework for investigating the automatic influence of affect induced by advertising on subsequent brand evaluative judgments are described. The theoretical framework utilizes the constructs of implicit versusexplicit memory and controlled versus automatic information processing to characterize the unintentional nature of advertising effects. Themethodological framework employs the process dissociation procedure for separating the contribution of automatic influence of ad-induced affect from other memory inputs on brand judgments. Two experiments were conducted and they provided strong support to the hypotheses that ad-induced affect can be automatically activated upon presence of brand name cues, and thereby constiuting an independent source of influence on postexposure brand judgments.
Relation:	廣告學研究,5,113-158
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	449	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...