https://scholars.lib.ntu.edu.tw/handle/123456789/99037
標題: | 週邊解釋範圍影響產品判斷的誤差方向及程度 | 其他標題: | Assessing Influences of Prime's and Target's Interpretation Ranges on Contextual Priming Effects: Prime's Product Category and Target's Ambiguity | 作者: | 簡怡雯 | 關鍵字: | Priming effects;Assimilation effects;Contrast effects;the Dimensional Range Overlap Model | 公開日期: | 2005 | 出版社: | 臺北市:國立臺灣大學工商管理學系 | 摘要: | 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. |
URI: | http://ntur.lib.ntu.edu.tw//handle/246246/3095 http://ntur.lib.ntu.edu.tw/bitstream/246246/3095/1/932416H002017.pdf |
其他識別: | 932416H002017 | Rights: | 國立臺灣大學工商管理學系 |
顯示於: | 工商管理學系 |
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932416H002017.pdf | 2.85 MB | Adobe PDF | 檢視/開啟 |
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