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Affective Cues and Brand Evaluations: Essays on Consumer Information Processing of Co-occurring Stimuli
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Affective Cues and Brand Evaluations: Essays on Consumer Information Processing of Co-occurring Stimuli. |
| 개인저자 | Fan, Xiaomeng. |
| 단체저자명 | Northwestern University. Marketing. |
| 발행사항 | [S.l.]: Northwestern University., 2019. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2019. |
| 형태사항 | 102 p. |
| 기본자료 저록 | Dissertations Abstracts International 81-02A. Dissertation Abstract International |
| ISBN | 9781085603157 |
| 학위논문주기 | Thesis (Ph.D.)--Northwestern University, 2019. |
| 일반주기 |
Source: Dissertations Abstracts International, Volume: 81-02, Section: A.
Advisor: Bodenhausen, Galen V. |
| 이용제한사항 | This item must not be sold to any third party vendors.This item must not be sold to any third party vendors. |
| 요약 | Affect infusion occurs when feelings elicited by one stimulus (an affect-laden cue) influence reactions to a different stimulus (an attitude object). This effect often happens when the two stimuli are experienced closely in time and space. According to Gestalt principles, a spatial/temporal covariation of the two stimuli can make them mentally connected (Heider 1958), so that the affect elicited by the cue can be easily transferred to the attitude object.In this dissertation, I propose that people's semantic knowledge regarding the conceptual relations between co-occurring stimuli can modify affect infusion processes. On the one hand, the semantic knowledge can specify the type of relations (e.g., cause-effect relations, negations) that the two stimuli have. The specific relation can be integrated with the associative link (developed based on Gestalt principles) to influence people's evaluative judgments of the attitude object. Therefore, a negational relation between the two stimuli may make the attitude object obtain a valence opposite to the affective cue, showing a reversal of the affect infusion effect. On the other hand, the semantic knowledge can be applied to assess the validity of the associative link. If the link is perceived as being invalid (i.e., the conceptual connection between the two stimuli is implausible according to semantic knowledge), the mental grouping can be inhibited, thus constraining affect infusion.I tested the above proposition using six experiments. The results provide answers to two managerial problems. In Essay 1, I focused on the problem regarding the effectiveness of using aversive cues in advertising for building a positive brand image. The results of four experiments indicate that people can spontaneously process the implicit negational relation between co-occurring stimuli (e.g., a flu-vaccine brand and a sickness cue), so that aversive cues can enhance attitudes towards co-occurring brands even in the absence of an efficacy statement. However, the positive effect of using aversive cues on brand attitudes occurs only when consumers have sufficient cognitive resources to process the ads |
| 일반주제명 | Marketing. |
| 언어 | 영어 |
| 바로가기 | 
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