Spójność pojęciowa komunikatu perswazyjnego: rola prywatnych teorii rzeczywistości, wyuczonej bezradności i afektu

Alicja Grochowska , Magdalena Gąsiorowska

Abstract

The research examines the conceptual coherence of print advertisements considering brand knowledge, cognitive resources, a nd emotions. The theoretical backA ground are theories of conceptual coherence. The res ults show the significance of brand knowledge (understood as private theories) and cogn itive resources (integrative proA cesses) in the perceived coherence of advertisement s. Relationships between the perA ceived coherence of advertisements and the emotions they evoke are explained.
Author Alicja Grochowska (Wydział Psychologii)
Alicja Grochowska,,
- Wydział Psychologii
, Magdalena Gąsiorowska (Wydział Psychologii)
Magdalena Gąsiorowska,,
- Wydział Psychologii
Journal seriesPrzeglad Psychologiczny (The Review of Psychology. Official Journal of the Polish Psychological Association), ISSN 0048-5675, (B 12 pkt)
Issue year2012
Vol55
No3
Pages233-252
Publication size in sheets0.95
Languagepl polski
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Score (nominal)10
Citation count*
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Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=11695
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=11695
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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