翻訳と辞書 Words near each other ・ Attorney General of the Leeward Islands ・ Attorney General of the Maldives ・ Attorney General of the United Kingdom ・ Attorney General of Trinidad and Tobago ・ Attorney General of Virginia ・ Attorney General of Virginia's climate science investigation ・ Attorney General of Zimbabwe ・ Attorney General v Dow ・ Attorney General v. X ・ Attorney General's List of Subversive Organizations ・ Attorney General's Office (United Kingdom) ・ Attitude Era ・ Attitude indicator ・ Attitude polarization ・ Attitude Reconstruction ・ Attitude-toward-the-ad models ・ Attitudes (band) ・ Attitudes (Demis Roussos album) ・ Attitudes (Lorie album) ・ Attitudes (TV series) ・ Attitudinal analytics ・ Attitudinal fix ・ Attius Insteius Tertullus ・ Attius Labeo ・ Attius Tullus Aufidius ・ Attiveri Bird Sanctuary ・ Attivio ・ Attiwad ・ Attix5 Online Backup ・ Attiya Gamri Dictionary Lists mini英和辞書 mini和英辞書 Webster 1913 Latin-English FOLDOC Wikipedia English ウィキペディア

翻訳と辞書　辞書検索 [ 開発暫定版 ] スポンサード リンク Attitude-toward-the-ad models ： ウィキペディア英語版 Attitude-toward-the-ad models Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion."〔Lutz. R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects; Theory, research and application. Hillsdale, NJ: Lawrence Erlbaum Associate.〕 After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other measures of advertising effectiveness become a main study stream.〔Brown, P. S. & Stayman, M. D. (1992). Antecedents and consequences of attitude toward the ad: A meta-analysis. Journal of Consumer Research, 19 (1), 34-51.〕 In the causal relationship, Aad usually acts a moderator, and it influences on brand attitude (Ab) and intention to purchase the brand (purchase intention, PI). Based on conceptual and empirical research on Aad, four alternative models of attitude toward the ad are postulated.〔MacKenzie, S. B., Lutz. R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23, 130-143.〕 ==Overview== There are four possible specifications of the causal role of Aad. All of them are based on a general hierarchy-of-effects frame work.〔 Cognitions act as antecedents of attitudes, and then behavior effects (e.g. purchase intention) are followed. For example, in all four alternatives, ad cognitions influence Aad, and brand cognitions have effects on Ab. Each of attitudes finally has linkage with purchase intention depending on the role of Aad. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Attitude-toward-the-ad models」の詳細全文を読む スポンサード リンク 翻訳と辞書 : 翻訳のためのインターネットリソース Copyright(C) kotoba.ne.jp 1997-2016. All Rights Reserved.