by Fong Sze Nga, Natalie. / Questionnaire in Chinese. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 78-84). / Acknowledgments --- p.i / Abstract --- p.ii / Chapter I. --- Introduction --- p.1 / Chapter A. --- Overview / Chapter B. --- Purposes / Chapter C. --- Reasons for selecting television commercials / Chapter D. --- Objectives of the study / Chapter E. --- Outline of this research report / Chapter II. --- Theoretical Framework --- p.8 / Chapter A. --- Shared themes on involvement / Chapter B. --- Statement of problems / Chapter C. --- Individual-centered involvement level / Chapter D. --- Stimuli-centered involvement level --- High/low involvement product commercials / Chapter E. --- Dependent variables / Chapter F. --- Other concepts pertaining to involvement / Chapter III. --- Methodology --- p.20 / Chapter A. --- Sample / Chapter B. --- Overview of the experimental study / Chapter C. --- Modifications of pilot study / Chapter D. --- Index construction of independent variables / Chapter E. --- Index construction of dependent variables / Chapter IV. --- Hypotheses & Analysis --- p.42 / Chapter A. --- Main findings / Chapter B. --- Summary of main findings / Chapter C. --- Further Analysis on Relationships Between People Involvement Level and Information Seeking & Interest Stimulation / Chapter D. --- Other concepts pertaining to the concept of involvement / Chapter V. --- Discussions & Implications --- p.66 / Chapter A. --- What is high involvement? / Chapter B. --- Variations of personal values and product advertisements / Chapter C. --- Importance of individual-centered involvement level / Chapter D. --- Involvement is consumer-determined and situation-specific / Chapter E. --- Measurement of involvement level / Chapter F. --- Differentiation of product and commercials / Chapter G. --- Equivalence of product commercials / Chapter VI. --- Suggestions for Future Research --- p.76 / Chapter VII. --- Limitations of the Study --- p.77 / References --- p.78 / Appendices
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322687 |
| Date | January 1997 |
| Contributors | Fong, Sze Nga Natalie., Chinese University of Hong Kong Graduate School. Division of Communication. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, ii, 84, [24] leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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