The Study of Advertisement Order Effect:The Moderating Role of Involvement

• Main Authors: Wen Lee Ana Isabel Martinez, 單文莉
• Other Authors: Chung-Chiang Hsiao
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/562kk4

碩士 === 國立清華大學 === 科技管理研究所 === 95 === 　　People in general show attitudes toward a product after being presented under an advertisement environment of either high or low product involvement. These ads contained strong as weak information of what it is the product itself. The manipulation of the order effect and the attitude of the persons are studied to observe the consumer behavior, in which the primacy effect is more likely to occur in a high involvement; meaning that it will have a favorable attitude toward the first exposed persuasive communication to make the final judgment. Otherwise, the recency effect will occur in a low involvement, which it will be more favorable attitude toward the second exposed persuasive communication to make the final judgment.