Exploring the Moderate Incongruity Effect―The Influences of Processing Modes and the Frame Effect
碩士 === 國立臺灣科技大學 === 企業管理系 === 99 === Existing research propose that the moderate incongruity effect is a theoretical foundation which reveals to have powerful effects on product evaluation by stimulating consumers’ cognition. Results of two studies suggest that consumers’ cognitive processes which a...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/02661701600117659230 |