English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88657/118248 (75%)
Visitors : 23501016      Online Users : 204
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/72589
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/72589

    Title: When New Commercials do not Meet Expectations
    Authors: 張卿卿
    Chang, Ching-Ching
    Contributors: 廣告系
    Date: 2014
    Issue Date: 2015-01-05 11:37:18 (UTC+8)
    Abstract: The present research investigates whether a brand's prior commercials create expectations against which consumers compare its new commercials. Extending the expectation–disconfirmation paradigm, this article proposes that the degree to which consumers’ expectations are disconfirmed affects their attitudes toward a new commercial, which then influence their brand attitudes. Studies 1, 2, and 3 tested these predictions by exploring consumers’ expectations with regard to creativity, humor, and specific ad features (e.g., spokescharacters) in new commercials. The findings support the predictions; both value-laden and value-neutral expectations exert the proposed influences.
    Relation: Journal of Advertising, 43(4), 359-370
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/00913367.2013.878887
    DOI: 10.1080/00913367.2013.878887
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    359-370.pdf182KbAdobe PDF855View/Open

    All items in 政大典藏 are protected by copyright, with all rights reserved.

    社群 sharing

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback