錨定效應：包裝設計中的品牌呈現與數字尺度
作者： | 沈玢 著 | ||
定價： | 35 元 | 頁數： | 146頁 |
ISBN： | 978-7-309-13930-3/T.635 | 字數： | 116千字 |
開本： | 16 開 | 裝幀： | 平裝 |
出版日期： | 2018年10月 | ||
內容提要
作為一種廣泛存在且人們難以克服的決策偏差，錨定效應較多出現於經濟學和心理學研究中，在廣告學中研究套用甚少。本書將這一理論運用到產品包裝設計的實驗中，並圍繞包裝上品牌呈現和數字尺度的使用這兩個元素展開。
本書從各個維度對錨定效應進行解析，包括理論的起源和發展，人們在信息不完全或不明確的情況下會出現怎樣的決策偏差，為何會出現這樣的偏差，什麼樣的人更容易受到該效應的影響，錨定效應的產生條件及適用領域等。
本書從各個維度對錨定效應進行解析，包括理論的起源和發展，人們在信息不完全或不明確的情況下會出現怎樣的決策偏差，為何會出現這樣的偏差，什麼樣的人更容易受到該效應的影響，錨定效應的產生條件及適用領域等。
作者簡介
沈玢，美國阿拉巴馬大學（University of Alabama）傳播與信息科學博士，浦江學者。
目錄
目錄
CONTENTS
LIST OF ABBREVIATIONS AND SYMBOLS
LIST OF TABLES
LIST OF FIGURES
CHAPTER I INTRODUCTION
CHAPTER II LITERATURE REVIEW
WHAT：Judgment Tasks of Anchoring That Have Been Examined
HOW：Psychological Mechanisms and Stages of Anchoring
WHY：Reasons That Anchoring Occurs
WHERE：I. Applied Areas of Anchoring Effects
WHERE：II. Application in Comparative Nutrition Claims
WHEN：Conditions for Anchoring to Occur
WHO：People Affected by Anchoring and Adjustment
CHAPTER III METHODOLOGY
Products & Packaging Designs
Treatment Manipulations
Product Attribute：Fat
Participants and Procedure
Measurement
CHAPTER IV RESULTS
Manipulation Check
Study Participants
Scale Reliability and Validity
Hypotheses Testing and Research Questions
CHAPTER V DISCUSSION
Summary of Results
Theoretical Implications and Practical Applications
Limitations and Future Research
Conclusions
REFERENCES
APPENDIX A
APPENDIX B
LIST OF ABBREVIATIONS AND SYMBOLS
LIST OF TABLES
LIST OF FIGURES
CHAPTER I INTRODUCTION
CHAPTER II LITERATURE REVIEW
WHAT：Judgment Tasks of Anchoring That Have Been Examined
HOW：Psychological Mechanisms and Stages of Anchoring
WHY：Reasons That Anchoring Occurs
WHERE：I. Applied Areas of Anchoring Effects
WHERE：II. Application in Comparative Nutrition Claims
WHEN：Conditions for Anchoring to Occur
WHO：People Affected by Anchoring and Adjustment
CHAPTER III METHODOLOGY
Products & Packaging Designs
Treatment Manipulations
Product Attribute：Fat
Participants and Procedure
Measurement
CHAPTER IV RESULTS
Manipulation Check
Study Participants
Scale Reliability and Validity
Hypotheses Testing and Research Questions
CHAPTER V DISCUSSION
Summary of Results
Theoretical Implications and Practical Applications
Limitations and Future Research
Conclusions
REFERENCES
APPENDIX A
APPENDIX B
