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WAW-What Attention Wants

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WAW-What Attention Wants
論文目錄
 
摘要第1-8頁
ABSTRACT第8-9頁
  2. INTRODUCTION第9-11頁
  3. CONCEPTUAL BACKGROUND第11-31頁
  3.1 Need for attention第11-13頁
  3.2 Consumer behavior studies:approaches and attention position第13-15頁
  3.3 Stimuli interpretation process第15-24頁
    3.3.1 Exposition第15-16頁
    3.3.2 Perception第16-17頁
    3.3.3 Five Senses第17頁
    3.3.4 Stimuli selection第17-19頁
    3.3.5 Attention第19-20頁
    3.3.6 IMPACTS:Emotions第20-21頁
    3.3.7 IMPACTS:Involvement,motivation and needs第21-22頁
    3.3.8 IMPACTS:Knowledge of the product and of the self第22-23頁
    3.3.9 Comprehension第23-24頁
    3.3.10 Attitude:when action get involved第24頁
  3.4 Advertising studies and attention第24-28頁
    3.4.1 Attention and complexity of content/context in advertising第25-26頁
    3.4.2 Focal and pre-attentive attention第26-27頁
    3.4.3 Attention and Emotions in advertising第27-28頁
  3.5 Memory第28-31頁
    3.5.1 IMPACTS:Emotions第29-30頁
    3.5.2 IMPACTS:New technologies第30-31頁
  4. GAPS第31-32頁
  4.1 Focus on attention第31頁
  4.2 Focus on selective attention第31頁
  4.3 Enlarge the study of top-down/bottom-up attention and their development第31-32頁
  5. RESEARCH MODEL第32-39頁
  5.1 Top-down and Bottom-up related va riables:selection第33-36頁
  5.2 Population characteristics and attention第36頁
  5.3 Brand awareness and attention第36頁
  5.4 Memory and attention第36-37頁
  5.5 Attitude/action and attention第37-38頁
  5.6 Goals and Hypothesis第38-39頁
  6. RESEARCH METHODOLGY第39-45頁
  6.1 Where第39-41頁
  6.2 Who第41頁
  6.3 What and What Not第41-43頁
  6.4 How第43頁
  6.5 Descriptive Statistic of the population sample第43-45頁
  7. RESULTS AND ANALYSIS第45-58頁
  7.1 Descriptive Statistic第45-50頁
  7.2 Model Testing第50-58頁
    7.2.1 Testing the impact of variables on memory第50-54頁
    7.2.2 Testing the Impact of va riables on conversion(push to search)第54-58頁
  8. DISCUSSION第58-62頁
  9. MARKETING IMPLICATIONS第62-64頁
  10. FURTHER RESEARCH AND LIMITATIONS第64-66頁
  11. CONCLUSIONS第66-69頁
APPENDIX第69-72頁
REFERENCES第72-76頁

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