This study aims to investigate cognitive response styles to positive affect. A Swedish version of the Responses to Positive Affect questionnaire (RPA) was psychometrically evaluated and experimentally tested as participants were mood induced. The 3-factor model for the RPA questionnaire (Self-focused positive rumination, Emotion-focused positive rumination and Dampening) was replicated, and the RPA was further explored through analyses of convergent and incremental validity. The experimental results revealed that the two positive rumination subscales had a strong relationship with each other and current positive affect. However, none of the RPA subscales functioned as moderators in the relationship between cognitive response style and participants’ mood reactivity.

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Advertisers invest substantial amounts of money in advertising and need to know whether these investments pay off. Given that advertising generally has both short-term and long-term effects and that the behavioral effects of advertising are influenced by numerous other factors, intermediate measures are needed that gauge the mental effects of advertising in the target audience. This thesis explores three broad issues in the measurement of intermediate advertising effectiveness: The relationship between different intermediate measures, the ability of advertising pretest measures to predict the outcome of advertising campaigns, and how measures of certain constructs should be operationalized. These issues were investigated in two empirical studies. The main result from the two studies is that measurement of advertising effectiveness requires multiple measures that are analyzed simultaneously. The results also indicate that some commonly used intermediate measures are not correctly understood and are, therefore, sometimes used for the wrong purposes. This thesis discusses the implications of these and other findings for academics and practitioners. / Diss. Stockholm : Handelshögsk.

資訊式廣告即是：「單一廣告主以付費方式，透過有線電視頻道，以長時間廣告型態（不論只有2分鐘、5分鐘或長達一小時，只要能提供廣告主足夠時間詳細說明產品即可）將有關產品、服務等訊息傳達給消費者的廣告。」 過去，鮮少有研究針對資訊式廣告探討，原因不外乎資訊式廣告並非是主流的廣告形式。但在台灣，隨著有線電視頻道的開放與普及化，資訊式廣告近幾年逐為盛行，消費者只要打開電視就難以不接觸到資訊式廣告。在資訊式廣告充斥的環境下，本研究欲探究閱聽人對資訊式廣告的既存態度，在整個廣告效果中扮演的角色，進而了解閱聽人對資訊式廣告的既存態度是否影響其在接收資訊式廣告訊息時的效果。 本研究以實驗法進行，實驗中透過不同涉入度（共分為兩層次：高涉入度╱低涉入度）與論點品質（共分為兩層次：高論點品質╱低論點品質）的操控，分析閱聽人對資訊式廣告的既存態度是否和這兩個變數產生交互作用，而導致閱聽人接收訊息之後引發對訊息的支持性想法、反駁性想法、廣告態度、品牌態度、購買意圖的差異。 研究發現，受試者對資訊式廣告的既存態度的確會影響其接收不同論點品質的訊息效果，對資訊式廣告持以高既存態度者暴露於高論點品質的廣告時，比暴露於低論點品質時產生更多的支持性想法以及更高的廣告態度，但低既存態度者不論暴露於高低論點品質所產生的支持性想法、廣告態度、品牌態度確實沒有顯著差異。亦即，論點品質與既存態度的交互作用是產生於高論點品質的狀態。 會造成這樣研究結果的原因可能是在高涉入的狀態下，人們對訊息的注意度高，因此會將既存態度作為處理訊息時態度改變的起點，且高涉入度其有強化既存態度的效果。因此，原本喜歡的就更加喜歡、討厭的卻益發討厭。但在低涉入的狀態下，人們對訊息的關注程度低，較不會去思考訊息內容，因此將既存態度視為處理訊息的線索，也就是將既存態度作為訊息處理的週邊路徑，因此在態度變遷上並沒有顯著差異，而是維持原本的既存態度。 / The infomercial is a paid from of advertisement and is usually aired on cable TV. Infomercials differ from traditional advertising in length, format and content. Infomercials become more popular in Taiwan and not enough research has been devoted to exploring its effectiveness; therefore, this study aims at shedding more lights on our understanding of the persuasiveness of infomercials with different message quality and for different individuals. This study examined the effects of infomercials. A laboratory experiment was conducted to test the research hypotheses. This is a 2x2x2 between-subject experimental design. The three factors that were examined in this study were subjects' existing attitudes toward infomercial ( 2 levels: high versus low), advertising involvement (2 levels: high versus low) and argument quality ( 2 levels: high versus low). Results suggest that, subjects who were exposed to high argument quality messages and had high existing attitudes toward infomercial at the same time expressed more support thoughts and more positive advertisement attitudes than subjects who were exposed to low argument quality messages. However, no difference emerged for subjects with low existing attitude toward infomercials were exposed to high argument quality messages or low argument quality messages.