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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/48406
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/48406


    Title: Being Hooked by Editorial Content: The Implications for Processing Narrative Advertising
    Authors: 張卿卿
    Keywords: Advertising Effectiveness;Consumer Behaviour;Consumer Research;Narratives;Storytelling
    Date: 2009
    Issue Date: 2010-11-22 20:35:02 (UTC+8)
    Abstract: Purpose - Examines how the type of editorial content can impinge on consumers' cognitive ability and affect their processing of advertising narratives.
    Design/methodology/approach - Refers to how previous studies have identified the how narratives (story telling) can contribute to advertising effectiveness; suggests that this effectiveness can depend on an individual's cognitive capacity (involvement). Outlines how advertising literature has determined that the greater the consumer's involvement in magazine articles and programmes, the less cognitive capacity there will be available for processing subsequent advertising. Presents a number of hypotheses; tests these on data drawn from a between-subjects design experiment.
    Findings - Reports how narrative articles can cognitively and affectively involve readers to a higher degree than facts-based articles and that this reduces the cognitive capacity for processing a narrative advertisement.
    Research limitations/implications - Look at how narrative structures affect consumers' cognitive capacity; control both arousal and enjoyment levels; included only editorial content and print advertising; replicate study with television programmes and commercials.
    Originality/value - Provides evidence of how narrative processing imposes high cognitive demands.
    Relation: Journal of Advertising, 38(1),21-33
    Data Type: article
    DOI 連結: http://dx.doi.org/10.2753/JOA0091-3367380102
    DOI: 10.2753/JOA0091-3367380102
    Appears in Collections:[廣告學系] 期刊論文

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