| dc.description.abstract | When consumers making choices and decisions are often interrupted by the context factors in the environment during the process, which might influence their decisions. This research discuss that when the decision making process being interrupted by the context factors, how do they affect consumers’ decision. The context factors discussed in this study are: Color, Music, Semantic Priming, Framing Effect, Brand Exposure, and Sexual Appeal Ads.
According to the result of this study:
1. Different colors represent different mental feelings, which might affect consumers’ consuming choices. Exposed to “highly adventurous” color, consumers apt to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
2. Different music will cause different emotions, which might affect consumers’ consuming choices. Exposed to “highly adventurous” music, consumers tend to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
3. Base on “Priming Effect,” stimula will cause priming which might influence other related stimulas. After received “adventurous” words, consumers prefer to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
4. In terms of “Framing Effect,” Describing equivalent fact in different ways will cause different results. Describe the percentage of risk appetite of Taiwanese in reverse side will force consumers to choose the high-risk, high-reward option.
5. Different brands have different brand personalities. After received “highly adventurous” brand exposure, consumers apt to choose the high-quality, low-reliability merchandise, and the high-desirability, low-feasibility travel destination.
6. Sexual appeal ads could enhance brand identification and the extent of favorable impression, After received “highly sexual appeal ads” consumers tend to chose high-risk, high-reward option, and the high-desirability, low-feasibility travel destination.
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