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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/79634
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/79634


    Title: Before–after appeals: a dual-route effect model
    Authors: Chang, Chingching
    張卿卿
    Contributors: 廣告系
    Keywords: anticipated happiness;anticipatory hope;after-use appeals;before-use appeals;before-after appeals;product involvement;product performance
    Date: 2015
    Issue Date: 2015-12-10 16:17:00 (UTC+8)
    Abstract: This paper compares the effects of before–after appeals with before-use appeals, also known as problem-focused appeals, and with after-use appeals, also known as outcome-focused appeals, to demonstrate two possible routes of influence that before–after appeals may trigger. First, the before–after appeals can prompt performance-based effect processes, which enhance perceptions of product performance and encourage improved behavioural intentions. Second, they can trigger emotion-based effect processes, which arouse anticipated happiness and anticipatory hope, as well as lead to favourable brand attitudes. Studies 1 and 2 confirm the proposed model; Study 3 shows that consumers' low product involvement triggers a performance-based effect process, whereas their high product involvement triggers emotion-based effect processes.
    Relation: International Journal of Advertising: The Review of Marketing Communications
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/02650487.2015.1022300
    DOI: 10.1080/02650487.2015.1022300
    Appears in Collections:[廣告學系] 期刊論文

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