研究生: |
丁德馨 Stacey Tewes |
---|---|
論文名稱: |
壓力對消費者產品評價影響之研究 The Impact of Stress on Product Judgment |
指導教授: |
蕭中強
Chung-Chiang Hsiao |
口試委員: | |
學位類別: |
碩士 Master |
系所名稱: |
科技管理學院 - 科技管理研究所 Institute of Technology Management |
論文出版年: | 2008 |
畢業學年度: | 96 |
語文別: | 英文 |
論文頁數: | 68 |
中文關鍵詞: | stress 、Elaboration Likelihood 、Persuasion 、Marketing 、Advertising 、Judgment |
相關次數: | 點閱:3 下載:0 |
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Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing researchers. This paper attempts to advance the stress perspective as a useful framework in consumer research. First, theoretical and conceptual foundations of stress research are presented. Second, a general conceptual model of the causes and consequences of stress on the basis of theory and research is presented. The model serves as a blueprint for presenting theory and research on stress, organizing and interpreting findings of consumer studies in the context of stress theory, and developing propositions for needed research. Also, this paper uses the Elaboration Likelihood Model to explore how routes to persuasion may be affected between different levels of stress. The measures we used to assess elaboration likelihood were endorser attractiveness and argument quality (Petty and Cacioppo, 1986).
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