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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: stressElaboration LikelihoodPersuasionMarketingAdvertisingJudgment
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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).


    DEDICATION…………………………………………………………………………………..iv ACKNOWLEDGEMENTS…………………………………………………………....................v ABSTRACT vi CHAPTER 1 INTRODUCTION 1 1.1 Motivation 1 1.2 Study Purpose 2 CHAPTER 2 LITERATURE REVIEW 4 2.1 Elaboration Likelihood Model 4 2.2 Linking ELM to Stress 7 2.3 Psychological Effects of Time Pressure on Judgement 9 2.4 How Stress Leads to Cognitive Load 13 CHAPTER 3 PROPOSED THEORY AND HYPOTHESIS 14 3.1 Theory Foundation 15 3.2 Proposed Theory 18 3.3 Hypothesis 19 CHAPTER 4 RESEARCH METHODOLOGY 20 4.1 Overview 20 4.2 Pretest 21 4.3 Main Experiment 23 4.3.1 Participation and Design 23 4.3.2 Procedure 24 4.3.3 Independent AND Dependent Variables 28 4.3.5 Manipulation Check 30 CHAPTER 5 RESEARCH RESULTS 31 5.1 Manipulation Check 31 5.2 Dependent Measures 34 5.3 Tests for Hypotheses 37 CHAPTER 6 GENERAL DISCUSSION 45 6.1 Contributions 46 6.2 Limitations 47 REFERENCE 48 APPENDIX 50

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