事前ブランド態度が知覚されたユーモアの広告効果に及ぼす影響 Prior brand attitude as a moderator of effects of perceived humor in advertising

この論文にアクセスする

この論文をさがす

著者

    • 李 津〓 LEE Jina
    • 慶應義塾大学大学院社会学研究科 Graduate School of Sociology, Keio University

抄録

The purpose of this study was (1) to investigate the impact of perceived humor on advertising effects, and (2) to examine the moderating role of product involvement and prior brand attitude in the impact of perceived humor on advertising effects. Two kinds of printed advertisement were presented as stimuli to 91 undergraduate students. The subjects were then asked to answer a series of questions. Major findings of the study were as follows: (1) It was indicated that consumers may selectively attend to the humor and pay no more attention to the product related information presented with it. (2) Perceived humor had positive effect on advertising effects when consumer's prior brand attitude was negative, which supported distraction effect of perceived humor, and this distraction effect was stronger when product involvement was low.

収録刊行物

  • 社会心理学研究

    社会心理学研究 13(3), 183-190, 1998

    日本社会心理学会

被引用文献:  1件中 1-1件 を表示

各種コード

  • NII論文ID(NAID)
    110006318239
  • NII書誌ID(NCID)
    AN10049127
  • 本文言語コード
    JPN
  • 資料種別
    雑誌論文
  • ISSN
    0916-1503
  • NDL 記事登録ID
    4499973
  • NDL 雑誌分類
    ZE1(社会・労働--社会科学・社会思想・社会学)
  • NDL 請求記号
    Z6-2798
  • データ提供元
    CJP引用  NDL  NII-ELS  J-STAGE 
ページトップへ