凝聚的意思>guojiaxian
网络英文名字
华建翻译Storytelling as a means to increa consumers' processing of financial information 期刊名称： International Journal of Bank Marketing
作者： Jeanette Carlsson Hauff,Anders Carlander,Amelie Gamble,Tommy
Gaerling,Martin Holmen
郑州一八联合国际学校作者机构： Department of Marketing,Department of Psychology,Department of Economicssulli
年份： 2014年
axeman期号： 第6期
linhua关键词： Consumer behaviour; Financial rvices; Communication; Marketing communications; Services marketing
aloft摘要：Purpo - The purpo of this paper is to investigate whether a narrative compared to a traditional fact-related format of financial information elicits more involved processing of such informatio
n by consumers and therefore more informed choices of retirement savings. Design/methodology/approach - A total of 394 undergraduates were recruited to three experiments. In Experiments 1 and 2 participants prented with information about a mutual fund were randomly assigned to one of four conditions (narrative format vs fact-related format crosd with optimistic vs pessimistic financial forecast). In both experiments dependent variables were positive affect, emotive respon and purcha intention, and in Experiment 2 also scepticism about the information. Involvement and financial knowledge were furthermore measured in Experiment 2. In...
辅导班一对一内容由中国教育图书进出口有限公司引进
