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The Change of Consumer Attitude under The Impact of the Context Effect by Dual Positive Primes : An Extension Dimensional Range Overlap Model
Dimensional Range Overlap Model
Dual Positive Contexts
Chien, Wegner, Hsiao, and Petty(2010)所提出的「解釋範圍重疊模型」中發現目標物會因為促發物的存在而受到影響，進而產生促發效果，促發效果又可以細分成兩種效果，分別是「同化效果」 (assimilation effect) 和「對比效果」(contrast effect)；在Hsiao(2002)所提出的相互假設理論(Reciprocity Hypothesis)中發現，其實目標物和促發物之間其實會相互影響，而不是單向。在本研究中將進一步利用廣告的呈現來驗證假設。
This research is mainly about when the consumers are choosing the goods, or so called target, they would be effected by irrelevant elements. These irrelevant elements called context. Nowadays there are lots of different brands on the market, the marketing techniques among all the different brands would even influent the consumers’ purchase decision. This influence is called 「Context Effect」. The study of Dimensional Range Overlap Model (Chin, Wegner, Hsiao,＆Petty,2010) found that the target would be effected by the context, even cause the Context Effect. There are two types of Context Effect, which are assimilation effect and contrast effect. The study makes further discussion on the Reciprocity Hypothesis (Hsiao, 2002). The study show that target and context would effect each other. In this research, we are going to prove this hypothesis by the presentation of commercials. This research would use double positive contexts to explore the consumers’ attitude toward the target and the change of evaluation. This experiment would be divided into four parts. Every participant would need to finish 3 to 4 stages of survey. The participant cannot answer the same survey twice. All the experiment results would be partially valid. We think the reasons might be not enough samples, overrated target, and the selection of the contexts’ commercial. Therefore, we should modify the problems above in the future, and hopefully the experiment results will be closer to our expectation and more accurately.
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