Title page for etd-0802115-021437


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URN etd-0802115-021437
Author Shih-Yuan Chen
Author's Email Address No Public.
Statistics This thesis had been viewed 5595 times. Download 809 times.
Department Business Management
Year 2015
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title To Move or Not To Move? Impacts of Dynamic Imagery, Product Type and Perceived Risk toward Product Attitudes
Date of Defense 2015-08-12
Page Count 159
Keyword
  • perceived risk
  • product type
  • congruity
  • advertising design
  • dynamic imagery
  • Abstract Advertising is a very important technique of communication in marketing. Consumers can form their attitudes after viewing the advertisement. The present study uses dynamic imagery to explore its impacts on product attitudes. To be specific, we distinguish products into two types based on risk (high vs. low) and then examine how product type may influence the selection of dynamic imagery in advertising on product attitudes. Four experiments using cars, breakfast cereals, beverage and slot machines as tested products are conducted. In each experiment, a 2 (image type: dynamic imagery vs. static imagery)x 2 (product type: high risk vs. low risk) factorial design is developed. Four different scenarios are established and product attitudes serve as the dependent measure. To reduce the participants’ attitudinal bias from product appearance or color in only one advertisement picture, we create two or three versions of advertisement pictures in some scenarios. The results indicate that, high-risk products are congruent with dynamic imagery, and this combination makes consumers have more favorable attitudes than high-risk products with static imagery. Opposite results are found with low-risk products. Perceived risk after viewing advertisement mediates the interaction mentioned above.
    Advisory Committee
  • Yu-Chi Wu - chair
  • Hsiao-Ching Lee - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0802115-021437.pdf
  • indicate access worldwide
    Date of Submission 2015-09-02

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