週邊解釋範圍影響產品判斷的誤差方向及程度
Other Title
Assessing Influences of Prime's and Target's
Interpretation Ranges on Contextual Priming Effects:
Prime's Product Category and Target's Ambiguity
Interpretation Ranges on Contextual Priming Effects:
Prime's Product Category and Target's Ambiguity
Date Issued
2005
Date
2005
Author(s)
DOI
932416H002017
Abstract
Priming effect illustrates that “latter” judgments are sensitive to
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
Dimensional Range Overlap Model proposed by Chien (2002) has
comprehensive and broader perspective toexplain theunderlying process of context
effects of assimilation and contrast. The model suggests that when there is an overlap
(no-overlap) between the target’s range andtheprime’s range on therelevant 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
assimilation and contrast effect. Thus,duetoits greater generalizability proven in Chien’s
study (2002), it may be a useful model to test the practical role of the category of
playing in assimilation and contrast.
Not only the influences of the category of prime but also the ambiguity of
(familiar or new brand) on priming effects will be studied through the
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
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
ambiguity of
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.
Subjects
Priming effects
Assimilation effects
Contrast effects
the Dimensional
Range Overlap Model
Range Overlap Model
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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