期刊文献+
共找到1篇文章
< 1 >
每页显示 20 50 100
Thought Confidence: Consumer Emotions and the Confidence Premise Hypothesis
1
作者 Hsuan-Yi Chou 《Management Studies》 2016年第5期219-226,共8页
Thought confidence, a subjective perception of metacognition, and the accompanying self-validated effects that occur when thought confidence is induced after exposure to persuasive messages have recently received incr... Thought confidence, a subjective perception of metacognition, and the accompanying self-validated effects that occur when thought confidence is induced after exposure to persuasive messages have recently received increasing attention from scholars. This construct/mechanism has received little exploration in the past, while there remain important research gaps. One question is whether thought confidence can play different roles when induced at different times; another is whether more variables can be identified which effectively induce confidence in existing or subsequent thoughts. The current paper examines a possible antecedent of thought confidence (i.e., consumer emotions) and explores the effects of thought confidence induced in consumers before they are exposed to advertisements. The author posited the confidence premise hypothesis, which holds that higher consumer confidence is a prerequisite for the significantly positive effects of argument strength in advertisements. Eighty-one undergraduates participated in a 2 (emotions: good moods vs. neutral moods) × 2 (argument strength: strong arguments vs. weak arguments) between-subjects experiment. Experimental results indicate that consumers' emotions positively affect their confidence in thoughts generated later. There is an anticipated pattern of interaction between emotions and argument strength in affecting advertising effectiveness, which supports the confidence premise hypothesis. The implications of these and other findings are discussed. 展开更多
关键词 thought confidence METACOGNITION self-validated hypothesis consumer emotions confidence premisehypothesis argument strength
下载PDF
上一页 1 下一页 到第
使用帮助 返回顶部