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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 簡怡雯 | |
dc.contributor.author | Tai-Yun Wu | en |
dc.contributor.author | 吳岱芸 | zh_TW |
dc.date.accessioned | 2021-06-13T06:07:47Z | - |
dc.date.available | 2007-06-21 | |
dc.date.copyright | 2006-06-21 | |
dc.date.issued | 2006 | |
dc.date.submitted | 2006-06-07 | |
dc.identifier.citation | Brown, D. R. (1953). Stimulus-similarity and the anchoring of subjective scales. The American Journal of Psychology, 66, 199-214.
Chien, Y. (2002). Dimensional range overlap model for explanation of contextual priming effects on product judgments. A thesis submitted to the faculty of Purdue University. Chien, Y. and Hsiao, C. (2001), Dimensional Range Overlap Model for Explanation of Contextual Priming Effects, Proceedings of the Association for Consumer Research 2000 Annual Conference. Cook, Thomas D. and Donald T. Campbell (1979), Quasi-Experimentation: Design and Analysis Issues for Field Settings, Boston: Houghton Mifflin. Cramer, P. (1968). Word association. New York: Academic Press. Herr, P. M. (1986). Consequences of priming: Judgment and behavior. Journal of Personality and Social Psychology, 51, 1106-1115. Herr, P. M. (1989). Priming price: Prior knowledge and context effects. Journal of Consumer Research, 16, 67-75. Herr, P. M., Sherman, S. J., & Fazio, R. H. (1983). On the consequences of priming: Assimilation and contrast effects. Journal of Experimental Psychology, 19, 323-340. Higgins, E. T. (1996). Knowledge activation: Accessibility, applicability, and salience. In E. T. Higgins & A. W. Kruglanski (Eds.), Social Psychology: Handbook of basic principles (pp. 133-168). New York: Guilford. Higgins, E. T., Bargh, J. A., & Lombardi, W. (1985). The nature of priming effects in categorization. Journal of Experimental Psychology: Learning, Memory, and Cognition, 11, 59-69. Kruglanski, Arie W. (1975), The Human Subject in the Psychology Experiment: Fact and Artifact. Advances in Experimental Social Psychology, Vol. 8, ed. L. Berkowitz, Orlando, FL: Academic Press, 101-147 Lynch, Jofn G., Jr. (1982), On the External Validity of Experiments in Consumer Research, Journal of Consumer Research, 9 (December), 225-239. Martin, L. L. (1986). Set/reset: Use and disuse of concepts in impression formation. Journal of Personality and Social Psychology, 51, 493-504. Meyers-Levy, J., (1989). Priming Effects on Product Judgements: A Hemispheric Interp. Journal of Consumer Research, 16, 76-86. Meyers-Levy, J., & Sternthal, B. (1993). A two-factor explanation of assimilation and contrast effects. Journal of Marketing Research, 30, 359-368. Schmitt, B. H. (1994). Contextual priming of visual information in advertisements. Psychology and Marketing, 11, 1-14. Schwarz, N. & Bless, H. (1992a). Constructing reality and its alternatives: An inclusion/ exclusion model of assimilation and contrast effects in social judgment. In L.L. Martin & A. Tresser (Eds.), The construction of social judgment. (pp. 217-245). Hillsdale, NJ: Erlbaum. Schwarz, N., & Bless, H. (1992b). Scandals and the public’s trust in politicians: Assimilation and contrast effects. Personality and Social Psychology Bulletin, 18(5), 574-579. Sherif, M. & Hovland, C. I. (1961). Social judgment: assimilation and contrast effects in communication and attitude change. New Haven, CT: Yale University Press. Shimp, Terence A., Eva M. Hyatt, and David J. Snyder (1991a), A Critical Appraisal of Demand Artifacts in Consumer Research, Journal of Consumer Research, 18 (December), 273-283 Stapel, D. A., Koomen, W., & Velthuijsen, A. S. (1998). Assimilation or contrast?: Comparison relevance, distinctness, and the impact of accessible information on consumer judgments. Journal of Consumer Psychology, 7(1), 1-24. Tulving, E. (1983). Elements of episodic memory. New York: Oxford University Press. Wegener, D. T., & Petty, R. E. (1995). Flexible correction processes in social judgment: The role of naïve theories in corrections for perceived bias. Journal of Personality and Social Psychology, 68, 36-51. Wyer, R. S., & Srull, T. K. (1989). Memory and cognition in its social context. Hillsdale, NJ: Erlbaum. Yi, Y. (1990). The effects of contextual priming in print advertisements. Journal of Consumer Research, 17, 215-222. Yi, Y. (1993). Contextual priming effects in print advertisements: The moderating role of prior knowledge. Journal of Advertising, 22, 1-10 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/34422 | - |
dc.description.abstract | Priming effect illustrates that “latter” judgments are sensitive to the “former” context in which they are made (Herr, 1989; Meyers-Levy, 1989). What’s more, due to the priming effect, primed stimuli often bring up other two related effects subsequently to influence people’s judgment of a target object. When there comes the assimilation effect, judgments of the target will move “toward” the prime. On the other hand, judgments of the target will move “away from” the prime when “contrast effects” happen.
Such effects have been studied for a period of long time. A newly-built Dimensional Range Overlap Model proposed by Chien (2002) has offered a more comprehensive and broader perspective to explain the underlying process of context effects of assimilation and contrast. The model suggests that when there is an overlap (no-overlap) between the target’s range and the prime’s range on the relevant judgment dimension, assimilation (contrast) effects are supposed to occur. In addition, among previous literatures, there lies apparent discrepancy of the effect of the category of prime (belonging to target category or not) on the occurrence of assimilation and contrast effect. Thus, due to its greater generalizability proven in Chien’s study (2002), it may be a useful model to test the practical role of the category of prime playing in assimilation and contrast. Not only the influences of the category of prime but also the ambiguity of target (familiar or new brand) on priming effects will be studied through the Dimensional Range Overlap Model in this current research. Therefore, a 2 (the category of prime: target category/ non-target category) *2 (the ambiguity of target: familiar/ new) * 2 (dimensional range: overlap/ non-overlap) between-participants factorial design is involved. Finally, it demonstrated that it is indeed the overlap/ non-overlap between the target’s range and the prime’s one on the relevant judgment dimension predominate the occurrence of assimilation and contrast effects, neither the category of prime nor the ambiguity of target. With this conclusion, the contradiction resulting from previous studied is explained through the Dimensional Range Overlap Model; also, several management and marketing implication can be provided to enhance brand image, appreciation, and finally maximize the profit. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T06:07:47Z (GMT). No. of bitstreams: 1 ntu-95-R92741014-1.pdf: 1428634 bytes, checksum: 53acb4d92c9bff485be036d34f72cbdf (MD5) Previous issue date: 2006 | en |
dc.description.tableofcontents | ABSTRACT I
TABLE of CONTENTS III LIST of TABLES V LIST of FIGURES VI Chapter 1 STUDY PURPOSE P.1 Chapter 2 LITERATURE REVIEW P.3 2.1 Priming Effects P.3 2.2 Assimilation versus Contrast Effects P.3 2.3 A Well-known Empirical Study for Assimilation and Contrast Effects P.4 2.4 Studies Regarding 'the Category of the Prime' P.5 2.5 The Dimensional Range Overlap Model P.10 Chapter 3 THEORY FOUNDATION and HYPOTHESES P.16 3.1 Theory Foundation P.16 3.2 Hypotheses P.17 3.3 Uniqueness of the Current Study P.21 Chapter 4 PRETEST EXPERIMENT P.24 4.1 Purpose of Pretest P.24 4.2 Pretest 1 for Existing Brands P.24 4.3 Pretest 2 for Fictitious Brand P.31 4.4 Predetermined Combinations of Primes and Target P.33 Chapter 5 MAIN EXPERIMENT P.35 5.1 Design and Participant P.36 5.2 Procedure P.36 5.3 Independent Variables P.37 5.4 Dependent Variables P.40 Chapter 6 RESULT ANALYSES P.44 6.1 Criteria of Selecting Valid Sample P.44 6.2 Demographic Description P.45 6.3 Manipulation Checks P.46 6.4 Dependent Measurement P.52 Chapter 7 GENERAL DISCUSSION P.60 7.1 Conclusion Review P.60 7.2 Limitation and Suggestions P.70 7.3 Research Contribution and Management Implication P.76 7.4 Future Research Direction P.79 REFERENCES P.81 Appendix (I) Pretest 1 for Existing Brands P.85 Appendix (II) Pretest 1 for Existing Brands P.88 Appendix (III) Pretest 2 for Fictitious Brands P.91 Appendix (IV) Main Experiment P.93 | |
dc.language.iso | en | |
dc.title | 以「Dimensional Range Overlap Model」評估促發物之產品類別、目標主體之模糊程度、促發物與目標主體之可解釋範圍對情境脈絡之促發效果的影響 | zh_TW |
dc.title | Assessing Influences of Prime's Product Category, Target's Ambiguity, and Prime's and Target's Dimensional Ranges on Contextual Priming Effects through the Dimensional Range Overlap Model | en |
dc.type | Thesis | |
dc.date.schoolyear | 94-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 蕭中強,邱志聖,別蓮蒂,簡怡雯 | |
dc.subject.keyword | 促發效果,同化效果,對比效果, | zh_TW |
dc.subject.keyword | Priming effects,Assimilation effects,Contrast effects,the Dimensional Range Overlap Model, | en |
dc.relation.page | 107 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2006-06-08 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
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