Measure the factors that affect consumers’ attitude as they do product judgment: Contextual Effect in the condition of positive and negative Primes

• Main Authors: Tsai, Yueh-Han, 蔡岳翰
• Other Authors: Hsiao, Chung-Chiang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/c7hvqe

碩士 === 國立臺灣師範大學 === 管理研究所 === 104 === There have had substantial experiences and researches prove that customers are easy to change their evaluation and attitude because of the low involvement in the product and irrelevant information. The present study is based on Dimensional Range Overlap Model (Chin,Wegner,Hsiao,＆Petty,2010) to have a further discussion. The model shows that when there has overlap between Target and Prime, the Assimilation Effects will happen. However, when overlap are exist, Contrast Effects will happen. The study also makes further discussion on the Reciprocity Hypothesis (Hsiao, 2002). The study shows that the context effect is not only occurred between Target and prime, it may also happen between primes. In this study, we not only use the concept of the Range, but when two primes happened in the meantime to discuss the change of evaluation and attitude. In this study, we use in-group design as our research method. There are four groups in four experiments. And we separate four intervals between each part, spending two weeks. The most different between the past studies is that we take Advertisement as our priming to check out the change of the evaluation and attitude. Using the range of the overlap as a manipulation check and the distance between two representatives as provement check. We can find out that experiment one and two are significant, and experiment three and four are partial significant. Throughing the pre-test analysis and the interview with participants, we can find that advertisement plays an important role in the experiments. The different contents and qualities cause different result because of the subjective judgement. Therefore, we have to discuss how to make good use of ads effectively to judge customer's evaluation and attitude.