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Dual process in evaluating an affective consumption experience.

Wong Ka Chat Andrew. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2005. / Includes bibliographical references (leaves 72-79). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.viii / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- Research Objectives --- p.4 / Chapter 1.2.1 --- To incorporate affective expectation theory into satisfaction research --- p.4 / Chapter 1.2.2 --- To distinguish the differential satisfaction responses elicited by affective and cognitive expectations --- p.4 / Chapter 1.2.3 --- To propose the theory that expectation bases predetermine evaluation modes --- p.5 / Chapter CHAPTER TWO --- CONCEPTUAL FRAMEWORK --- p.6 / Chapter 2.1 --- Affective and Cognitive Expectations --- p.6 / Chapter 2.1.1 --- Definitions --- p.6 / Chapter 2.1.2 --- The Assimilation Effects of Affective Expectation --- p.7 / Chapter 2.1.3 --- Different Satisfaction Responses Evoked by Different Expectation Bases --- p.9 / Chapter 2.1.4 --- Hypothesis 1 --- p.10 / Chapter 2.2 --- The Predetermination of Evaluation Mode --- p.11 / Chapter 2.2.1 --- Affective and Cognitive Evaluation Modes --- p.12 / Chapter 2.2.2 --- The Theory of Predetermination of Evaluation Modes --- p.14 / Chapter 2.2.3 --- Hypothesis 2 --- p.14 / Chapter CHAPTER THREE --- RESEARCH METHODOLOGY --- p.15 / Chapter 3.1 --- Pretest --- p.15 / Chapter 3.1.1 --- Pretest 1: Affective quality manipulation --- p.16 / Chapter 3.1.2 --- Pretest 2: Cognitive quality of the CD --- p.18 / Chapter 3.1.3 --- Pretest 3: Expectation manipulations --- p.19 / Chapter 3.2 --- Main Study --- p.23 / Chapter 3.2.1 --- Participants and Design --- p.23 / Chapter 3.2.2 --- Procedure --- p.24 / Chapter 3.2.3 --- Measures --- p.26 / Chapter CHAPTER FOUR --- RESULTS --- p.28 / Chapter 4.1 --- Demand and Manipulation Checks --- p.28 / Chapter 4.2 --- Hypotheses Testing --- p.30 / Chapter 4.2.1 --- Differential Effect of Affective and Cognitive Expectations on Satisfaction --- p.30 / Chapter 4.2.2 --- The Predetermination of Evaluation Modes --- p.37 / Chapter 4.2.2.1 --- Total Number of Thoughts --- p.38 / Chapter 4.2.2.2 --- Proportion of Affective Thoughts --- p.38 / Chapter 4.2.2.3 --- Proportion of Cognitive Thoughts --- p.40 / Chapter 4.2.2.4 --- Proportional of Comparative Thoughts --- p.42 / Chapter 4.2.2.5 --- Proportion of Positive Thoughts --- p.45 / Chapter 4.2.2.6 --- Proportion of Negative Thoughts --- p.49 / Chapter 4.2.2.7 --- Proportion of Visual Thoughts --- p.54 / Chapter CHAPTER FIVE --- DISCUSSION --- p.56 / Chapter 5.1 --- Theoretical Contribution --- p.56 / Chapter 5.2 --- Limitations and Research Opportunities --- p.61 / APPENDIX 1 MOCK UP MAGAZINE EXCERPT --- p.64 / Chapter 1A --- Cognitive Version --- p.64 / Chapter 1B --- Affective Version --- p.65 / APPENDIX 2 COMMENTS ON THE CD CLAIMED TO BE WRITTEN BY PREVIOUS PARTICIPANTS --- p.66 / Chapter 2A --- Cognitive Version --- p.66 / Chapter 2B --- Affective Version --- p.67 / APPENDIX 3 EXAMPLES OF LISTED THOUGHTS CODED AS AFFECTIVE --- p.68 / Chapter 3A --- Positive --- p.68 / Chapter 3B --- Negative --- p.68 / APPENDIX 4 EXAMPLES OF LISTED THOUGHTS CODED AS COGNITIVE. . --- p.69 / Chapter 4A --- Positive --- p.69 / Chapter 4B --- Negative --- p.69 / APPENDIX 5 EXAMPLES OF LISTED THOUGHTS CODED AS COMPARISON --- p.70 / APPENDIX 6 examples of listed thoughts coded as visual --- p.71 / References

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_325437
Date January 2005
ContributorsWong, Ka Chat Andrew., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish, Chinese
Detected LanguageEnglish
TypeText, bibliography
Formatprint, viii, 79 leaves : ill. ; 30 cm.
RightsUse 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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