웹McAlister, and Hoyer 1990), and positive mood (Batra and Stayman 1990), which suggests that attitude change relates to simple cues in the advertising message. In much of this research (e.g., Cacioppo et al. 1986; Inman, McAlister, and Hoyer 1990; Zhang 1996), the Elaboration Likelihood Model (ELM) (Petty and Cacioppo 1981) has been used to inter- 웹2007년 2월 2일 · experience vicariously the experiences of the actor (Batra and Stayman, 1990; MacInnis and Stayman, 1993). To the extent that feelings associated with the …
The Role of Emotions in Marketing - Richard P. Bagozzi, Mahesh …
웹ELM의 주장에서처럼 동일한 광고라 하더라도 그 설득의 정도(태도형성 혹은 변화)는 소비자의 정보처리 동기와 능력같은 소비자의 특성에 의해 달라질 수 있을 것으로 보고 최근 소수의 … http://adic.co.kr/data/sem/pdfdata/080407_7.pdf cookie monster washcloth
The Role of Mood in Advertising Effectiveness - OUP …
웹Created Date: 3/6/2009 2:58:43 PM 웹2024년 10월 14일 · The Role of Mood in Advertising Effectiveness. Rajeev Batra and Douglas M Stayman. Journal of Consumer Research, 1990, vol. 17, issue 2, 203-14. Abstract: This … 웹Demonstrated the facilitating effect of positive mood on brand attitudes for readers of print advertising. 251 undergraduates participated in a study that involved the manipulation of … cookie monster wallpaper cute