雙重正向促發物如何影響消費者對目標產品之評價

Abstract

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This study is based on The Dimensional Range Overlap Model (Chien et al., 2010) and Reciprocity Hypothesis (Hsiao, 2002) to explain that the judgement of consumer depends on a range, not a value. Our purpose of this study is to explore the affection between dual positive primes and target; whether there will be an assimilation effect between the prime and the target when there is and overlap, and generate contrast effect when there’s no overlap between the target and the prime. As we know, whether consumers are making a purchase or evaluating a product, they usually affected by primes which are likely to results in a change in consumer’s evaluation to the target product. In the past, most of the studies only considered the impact of only one prime toward the target. However, in practice, there are usually more than one prime that will affect consumer’s evaluation. This study will discuss the influence of two primes toward target by manipulating the range of interpretation between target in the advertisement and the dual positive primes, further compare the amount of the influences of the primes individually to the target has the same effect as affect the target by the primes simultaneously.

Key words: assimilation effect, contrast effect, prime effect, dual prime, attitude change