| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 107 === Technology improved rapidly, which speed up our life. The advertisement around you and me become more diversity and interesting. Nowadays “Heuristic Advertising” had showed up, considering as simple, efficient rules, mental shortcuts that people use to make judgments and decisions. Along with heuristic advertising on product’s package, “Time” is an important variable. For example, what does it mean “Until 3 min clean” or “After 3 min clean” on a detergent package? We do not really know how it works or when it works. In fact, we make our own definition according to the words we see. Therefore, “Time” can divided into short period of Time Framing and long period of Time Framing. Short period of Time Framing means when quit using the product, the effect stops all at once. In the other hand, long period of Time Framing means when you stop using the product, the effect come up. This study will discover; using “Time Heuristic” to describe Time Framing messages combine different focus (prevention focus and promotion focus) with abstract or concrete description will effect customer’s product evaluation.
|
|---|
