| Summary: | 碩士 === 玄奘大學 === 資訊管理學系碩士班 === 104 === Given that web ads create emotional and informational influences on consumers, the question about whether web ads directly foster consumers to form brand attitudes was mixed in the literature. We thus address whether emotional and informational influences of web ads can directly shape consumers’ brand attitudes. We did not include the ad attitudes because the ad-brand incongruity incurred in advertising contexts may cause bias to the assessment of either schema-driven or stimulus-driven attitudes. According to the two experiments, we provide two contributions in this study. First, we contribute to verify that the credibility of informational ads can directly increase brand attitudes. Second, we contribute to find that negative emotions of emotional ads can increase brand attitudes, which contradicts general impressions.
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