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dc.contributorHsiao, Chung-Chiangen_US
dc.contributor.authorPuntarik Panasawatwongen_US
dc.description.abstractThe Elaboration Likelihood Model (ELM) has been introduced in marketing researches for describing advertising persuasion since the 1980s. ELM defined that there are variables that resolve people’s emotion and have the effect on his or her evaluation. This study will apply the flexible correction to examine how the contrast degrees between subjective knowledge and objective knowledge affect attitude confidence and judgmental correction. In the present research, we define high involvement in all our participants and manipulate participants into two major groups. Half of the participants will be served as high subjective knowledge with low objective knowledge, and the remaining participants will be served as low subjective knowledge with high objective knowledge. The participants in this experiment are Thai people, and we collected the data from an online survey. The results of these analyses showed that participants with low subjective knowledge have more correction on attractive endorser than participants with high subjective knowledge. The attractive endorser has more effect when participants are served as a high subjective knowledge. Key words: elaboration likelihood Model, flexible correction model, bias correction, subjective knowledge, objective knowledge, judgmental attitude, evaluation.en_US
dc.subjectElaboration Likelihood Modelzh_TW
dc.subjectFlexible Correction Modelzh_TW
dc.subjectBias Correctionzh_TW
dc.subjectSubjective Knowledgezh_TW
dc.subjectObjective Knowledgezh_TW
dc.subjectJudgmental Attitudezh_TW
dc.subjectElaboration Likelihood Modelen_US
dc.subjectFlexible Correction Modelen_US
dc.subjectBias Correctionen_US
dc.subjectSubjective Knowledgeen_US
dc.subjectObjective Knowledgeen_US
dc.subjectJudgmental Attitudeen_US
dc.titleHow should Subjective Knowledge and Objective Knowledge Influence the Amount of Judgmental Correctionen_US
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