壓力對消費者產品評價影響之研究

The Impact of Stress on Product Judgment

丁德馨(Stacey Tewes)

指導教授 ： 蕭中強

國立清華大學/科技管理學院/科技管理研究所/碩士(2008年)

摘要

Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing researchers. This paper attempts to advance the stress perspective as a useful framework in consumer research. First, theoretical and conceptual foundations of stress research are presented. Second, a general conceptual model of the causes and consequences of stress on the basis of theory and research is presented. The model serves as a blueprint for presenting theory and research on stress, organizing and interpreting findings of consumer studies in the context of stress theory, and developing propositions for needed research. Also, this paper uses the Elaboration Likelihood Model to explore how routes to persuasion may be affected between different levels of stress. The measures we used to assess elaboration likelihood were endorser attractiveness and argument quality (Petty and Cacioppo, 1986).

關鍵字

stress ； Elaboration Likelihood ； Persuasion ； Marketing ； Advertising ； Judgment

並列摘要

HASH(0x1ccb3870)

並列關鍵字

HASH(0x1ccb3470) ； HASH(0x1ccb3510) ； HASH(0x1ccb35b0) ； HASH(0x1ccb3650) ； HASH(0x1ccb36f0) ； HASH(0x1ccb3790)

參考文獻

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Haugtvedt, Curtis P., Paul Herr, and Frank Kardes (1998), The Nature and Role of Affect in

Consumer Behavior in Handbook of Consumer Psychology

Making and Working Memory. Journal of Experimental Psychology: