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涉入理论及其衡量 被引量:14

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摘要 涉入理论在营销战略上的应用颇为广泛,举凡心理变量区隔、媒体策略、中央/外围说服路径、认知操弄等议题皆属其涵盖范围。本文就涉入理论对消费行为的影响以及涉入的分类、理论架构作出分析,并就涉入的衡量研究作出综述。
作者 陈国龙
出处 《商业时代》 北大核心 2007年第3期69-71,共3页 Commercial
关键词 涉入理论 衡量
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参考文献6

  • 1Andrews,J.C.,S.Durvasula,and S.H.Akhter,"A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research," Journal of Advertising,1990,Vol.19(4)
  • 2Brownell K.D.,"Personal Responsibility and Control Over Our Bodies:When Expectation Exceeds Reality," Health Psychology,1991
  • 3Fram E.H.,Le Lu,Reid D.M.,"Consumer Behavior in China:An Exploratory Study of Two Cities," Journal of Asia-Pacific Business,2004,Volume:5 Issue:4
  • 4Houston,M.J.,Rothschild,M.L.,"Conceptual and Methodological Perspectivies in Involvement," in S.Jain (Ed.) Research Frontiers in Marketing:Dialogues and Directions,Chicago,IL:American Marketing Association,1978
  • 5Krugman H.E.,"The Measurement of Advertising Involvement," Public Opinion Quarterly,1967,Vol.30:(Winter)
  • 6Zaichkowsky J.L.,"Measuring the Involvement Construct," Journal of Consumer Research,1985,Vol.12:(December)

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