Institute of Communications Management, National Sun Yat-sen University, 3E, No. 29, Lane 170, Sec. 5, Roosevelt Rd., Wushan District, Taipei City 116, Taiwan (ROC).
J Psychol. 2011 Sep-Oct;145(5):481-506. doi: 10.1080/00223980.2011.589413.
This article investigates 2 possible antecedents of thought confidence and explores the effects of confidence induced before or during ad exposure. The results of the experiments indicate that both consumers' dispositional optimism and spokesperson attractiveness have significant effects on consumers' confidence in thoughts that are generated after viewing the advertisement. Higher levels of thought confidence will influence the quality of the thoughts that people generate, lead to either positively or negatively polarized message processing, and therefore induce better or worse advertising effectiveness, depending on the valence of thoughts. The authors posit the belief-polarization hypothesis to explain these findings.
本文探讨了思维信心的 2 个可能的前因，并研究了在广告曝光前或曝光期间引起的信心的影响。实验结果表明，消费者的性格乐观和代言人吸引力都对消费者在观看广告后产生的想法的信心有显著影响。更高的思维信心水平将影响人们产生的想法的质量，导致信息处理正向或负向极化，从而根据想法的效价产生更好或更差的广告效果。作者提出了信念极化假设来解释这些发现。
