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Measure the factors that affect consumers’ attitude as they do product judgment: Contextual Effect in the condition of positive and negative Primes
Dimensional Range Overlap Model
|Abstract:||透過過去許多實驗及研究證明，消費者在進行購買決策時，常常會因為對產品的涉入程度低所以容易受到與產品本身無直接相關訊息所影響，而非對產品直接的了解，進而影響對產品的評價及態度上的轉變。本研究延伸Chien, Wegner, Hsiao, and Petty(2010)所提出的「解釋範圍重疊模型」，說明若是當消費者對目標物評價的解釋範圍與促發物的範圍有重疊時，會產生同化效果(Assimilation Effects);反之，沒有重疊時，則會產生對比效果(Contrast Effects)。
There have had substantial experiences and researches prove that customers are easy to change their evaluation and attitude because of the low involvement in the product and irrelevant information. The present study is based on Dimensional Range Overlap Model (Chin,Wegner,Hsiao,＆Petty,2010) to have a further discussion. The model shows that when there has overlap between Target and Prime, the Assimilation Effects will happen. However, when overlap are exist, Contrast Effects will happen. The study also makes further discussion on the Reciprocity Hypothesis (Hsiao, 2002). The study shows that the context effect is not only occurred between Target and prime, it may also happen between primes. In this study, we not only use the concept of the Range, but when two primes happened in the meantime to discuss the change of evaluation and attitude. In this study, we use in-group design as our research method. There are four groups in four experiments. And we separate four intervals between each part, spending two weeks. The most different between the past studies is that we take Advertisement as our priming to check out the change of the evaluation and attitude. Using the range of the overlap as a manipulation check and the distance between two representatives as provement check. We can find out that experiment one and two are significant, and experiment three and four are partial significant. Throughing the pre-test analysis and the interview with participants, we can find that advertisement plays an important role in the experiments. The different contents and qualities cause different result because of the subjective judgement. Therefore, we have to discuss how to make good use of ads effectively to judge customer's evaluation and attitude.
|Appears in Collections:||學位論文|
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