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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/48414
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/48414

    Title: Context-induced and ad-induced affect: Individual differences as moderators
    Authors: Chang, Chingching
    Date: 2006
    Issue Date: 2010-11-22 20:37:42 (UTC+8)
    Abstract: The present article had two objectives: (a) to explore the relative impacts of context-induced and ad-induced affect on ad and brand evaluations, and (b) to investigate how individual differences in affect intensity and introversion/extroversion moderate the effects of ad-induced affect. In Study 1, ad-induced affect, but not contextinduced affect, significantly influenced ad and brand evaluations when both forms of affect induction were manipulated. Furthermore, Studies 1 and 2 showed that individuals scoring differently on affect intensity and introversion/extroversion responded in divergent ways to ad messages that elicited positive and negative affect.
    Relation: Psychology & Marketing, 23(9), 757-782
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1002/mar.20128
    DOI: 10.1002/mar.20128
    Appears in Collections:[廣告學系] 期刊論文

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