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Author: 桑吉
Gediminas Sungaila
Thesis Title: The Effect of Argument Quantity on Product Attitude and Attitude Certainty
The Effect of Argument Quantity on Product Attitude and Attitude Certainty
Advisor: 蕭中強
Hsiao, Chung-Chiang
Degree: 碩士
Master
Department: 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2011
Academic Year: 99
Language: 英文
Number of pages: 46
Keywords (in Chinese): 態度確定性 、語境效應 、態度的轉變 、不明確的參數 、確定的 、偏置校正
Keywords (in English): Attitude Certainty, Context Effect, Attitude Change, Ambiguous Argument, Unambiguous Argument, Bias Correction
Thesis Type: Academic thesis/ dissertation
Reference times: Clicks: 246  Downloads: 8 
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    • The aim of our thesis is to find out: what kind of effect does the amount of information has on consumers attitude and attitude certainty. Our research shows that when people are highly involved, amount of information has more effect on consumers certainty then on their attitude.

    The aim of our thesis is to find out: what kind of effect does the amount of information has on consumers attitude and attitude certainty. Our research shows that when people are highly involved, amount of information has more effect on consumers certainty then on their attitude.

    ABSTRACT...........II CHAPTER 1 INTRODUCTION....................1 1.1 Motivation and Study Purpose..........1 CHAPTER 2 LITERATURE REVIEW...............3 2.1 Elaboration Likelihood Model..........3 2.2The Role of Meta-Cognition in Judgment….5 2.3 Attitude Certainty……………...........8 2.4 Priming Price: Prior Knowledge and Context Effects……….............................11 2.5 Flexible Correction Processes in Social Judgment…………..........................12 2.6 A meta-cognitive analysis of one versus two sided message framing on attitude certainty…….14 CHAPTER 3 PROPOSED THEORY AND HYPOTHESES ..16 3.1 Theory Foundation………................16 3.2 Hypotheses.............................19 CHAPTER 4 RESEARCH METHOD..................20 4.1 Research Overview......................20 4.2Pretest…………………….................21 4.3 Second Pretest…………………….........23 4.4 Study………………………................26 Study Overview………….....................26 4.5 Study Method………………...............27 4.5.1 Participants and Design…………......27 4.5.2. Procedure…………….................28 4.5.3 Independent Variable……………….....30 Argument Quantity ……………...............30 4.5.4 Dependent Variable……………….......31 Attitude…………………………...............31 Attitude Certainty……………...............32 4.5 Study Results……......................32 4.5.1 Manipulation Checks……………………..32 Involvement Check ……………...............32 More Argument vs. Fewer Arguments……......33 Argument Quality………………...............34 Attitude……………….......................35 Certainty……………........................36 4.6 Study Discussion…………….............38 CHAPTER 5 GENERAL DISCUSSION…………….....39 5.1 Conclusion…..........................39 5.2 Academic Contribution and Managerial Implication..41 5.3 Limitations and Future Research........43 REFERENCES.................................44

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