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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/17789

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/17789

Title:	Relative judgments in competitive contexts
Authors:	Chang, Chingching 張卿卿
Date:	2003
Issue Date:	2008-12-18 17:38:17 (UTC+8)
Abstract:	This study suggests that the competing ad in an ad-viewing context can alter participants’ evaluations of the target ad and the target brand. Results of two experiments have indicated that, for a new brand, the diagnosticity and effectiveness of ad messages is determined by the uniqueness of product attributes featured in the ads. Further, findings have demonstrated that perceived ad diagnosticity affects participants’ ratings of ad liking and ad persuasiveness, thereby influencing their brand evaluations. However, for a familiar brand, participants’ existing brand attitudes are more diagnostic than ad messages. Therefore, when viewing an ad for a familiar brand, participants’ post-exposure brand evaluations are determined by their existing brand attitudes, not by the uniqueness of the featured product attributes, ad liking or ad persuasiveness.
Relation:	Advances in Consumer Research
Data Type:	article
Appears in Collections:	[廣告學系] 期刊論文

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