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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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