The Impacts of Regulatory Focus, Framing Effect and Ad Metaphors on Consumers’ Ad Attitudes: An Example of Online Banking Services
碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 102 === This research aims to examine the impacts of regulatory focus, framing effect and ad metaphors on consumers’ ad attitudes. Four hypotheses are proposed in the essay: H1 assumes that for promotion-focused consumers, positively framed ads tend to engender more...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/8vx5r7 |