English  |  正體中文  |  简体中文  |  Items with full text/Total items : 69937/69937 (100%)
Visitors : 23036966      Online Users : 385
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version

    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/51776

    Title: The influence of product contagion effect on consumer evaluation: The moderating role of cognitive style
    Authors: Lin,CH;Shih,LC;Chen,YT
    Contributors: 企業管理學系
    Date: 2011
    Issue Date: 2012-03-27 19:05:22 (UTC+8)
    Publisher: 國立中央大學
    Abstract: Contagion theory stated that consumer product perceptions can be affected by a transfer of properties from one object to another. This study was performed using candy and bitter gourd as the experimental sources. Moreover, we employed 233 students to participate in two experiments and used a 2 x 2 x 2 + 1 between-subjects design to measure the contagion effect. This research focused on how different source properties and presentation types affected consumer evaluations and how cognitive style moderated the result for positive versus negative contagion. Results revealed no significant difference between objects and photos. However, displaying the source and target product simultaneously produced a stronger contagion effect than displaying the source and target product sequentially. In addition, cognitive style moderated two factors in positive contagion. For source property, a photo had a stronger contagion effect than an object among field-dependence consumers, but there was no difference among field-independence consumers. For presentation type, simultaneous presentation created a stronger contagion effect than sequential presentation among field-independence consumers, but produced no difference among field-dependence consumers. Hence, this was the first study to discuss the personality on the contagion effect. Based on the obtained results, marketers could display their products in a better way.
    Appears in Collections:[企業管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat

    All items in NCUIR are protected by copyright, with all rights reserved.

    社群 sharing

    ::: Copyright National Central University. | 國立中央大學圖書館版權所有 | 收藏本站 | 設為首頁 | 最佳瀏覽畫面: 1024*768 | 建站日期:8-24-2009 :::
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback  - 隱私權政策聲明