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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/62218

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62218

Title:	The Influence of Ambivalence toward a Communication Source: Media Context Priming and Persuasion Polarization
Authors:	張卿卿 Chang, Chingching
Contributors:	廣告系
Keywords:	affective priming;ambivalent attitudes;assimilation effects;context priming;contrast effects;communication sources;conceptual priming;persuasion
Date:	2013.08
Issue Date:	2013-12-06 14:30:49 (UTC+8)
Abstract:	When people feel ambivalent toward an information source, their attitudes toward the endorsed information reflect the influence of contextual priming. In particular, the valence of relevant (i.e., applicable to source evaluations) and irrelevant (i.e., not applicable to source evaluates) media contexts likely exert influences through conceptual and affective priming, respectively, such that they polarize message persuasion in diverging ways. Using celebrity endorsers in ads, Experiments 1 and 3 show that valence of a relevant story about similar people triggers conceptual priming and generates context contrast effects on endorsed information among ambivalent, but not univalent, participants. In contrast, Experiments 2 and 3 show that valence of an irrelevant article triggers affective priming and generates context assimilation effects on endorsed information among ambivalent, but not univalent, participants.
Relation:	Communication Research, 40(4), 1-26
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1177/0093650213495408
DOI:	10.1177/0093650213495408
Appears in Collections:	[廣告學系] 期刊論文

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