Chun-Tuan Chang
National Sun Yat-sen University
AdvertisingEmpirical researchSocial relationProduct (category theory)Framing effectConsumption (economics)BusinessPsychologyHealth careEconomicsMarketingFraming (social sciences)Locus of controlPolitical sciencePsychographicProduct typePerceptionDonationValue (ethics)MetaphorAppealFace (sociological concept)Context (language use)PersuasionProduct characteristicsGreen advertisingFood typeSelf construalMessage framingPublic relationsAnxietyStructural equation modelingSocial psychology
65Publications
18H-index
1,632Citations
Publications 65
Newest
#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
#2Hsiao-Ching Lee (NKFUST: National Kaohsiung First University of Science and Technology)
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Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contra...
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#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
Last. Shih-Ting KaoH-Index: 1
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ABSTRACT This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks. The authors performed three studies to investigate how these two types of anthropomorphized spokescharacters affect consumer perceptions and judgments. Studies 1 and 2 examined advertising language (assertive versus nonassertive) and relationship norm (communal versus exchange) as boundary conditions. Study 3 shows how consumer persuasion knowledge (i.e., suspicions about a company’s in...
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#1Chun-Tuan ChangH-Index: 18
#2Dickson TokH-Index: 1
Last. Shr-Chi WangH-Index: 1
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#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
#2Xing-Yu (Marcos) Chu (NU: Nanjing University)H-Index: 1
Last. I-Ting Tsai (NSYSU: National Sun Yat-sen University)H-Index: 1
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ABSTRACT The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type. Results from three studies show that a long duration works when a utilitarian product is paired with a primary cause, such as life necessities, or a hedonic product with a secondary cause, such as quality of life. A short duration is advantageous for a hedonic product paired with a primary cause. Consumers favored these combinati...
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#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
#2Xing Yu (Marcos) Chu (NU: Nanjing University)H-Index: 1
Cause-related marketing (CM) is the creation of a mutually beneficial relationship between a company and a nonprofit organization, with the dual objectives of boosting profit for the company and promoting the cause of the nonprofit. The present research demonstrates that mere exposure to CM evokes in consumers a desire to be prosocial and reduces the likelihood of self-indulgent choices. However, the act of purchasing CM products may provide consumers with a “warm glow” feeling from being prosoc...
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#1Zhao-Hong ChengH-Index: 6
#2Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
Last. Yu-Kang Lee (NSYSU: National Sun Yat-sen University)H-Index: 11
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Drawing on the value-belief-norm theory, we propose that hedonic and utilitarian shopping values are linked with consumer skepticism toward green advertising and eco-friendly consumption behavior (i.e., green consumption) through environmental involvement, and that these links are contingent on locus of control. In support of our theory, results from a survey of 491 consumers reveal that hedonic and utilitarian shopping values influence environmental involvement positively and negatively, respec...
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#1Dickson Tok (NU: Nanjing University)H-Index: 1
#2Chun-Tuan ChangH-Index: 18
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#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
#2Xing-Yu (Marcos) Chu (NU: Nanjing University)H-Index: 1
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#1Xing-Yu (Marcos) Chu (NU: Nanjing University)H-Index: 1
#2Chun-Tuan ChangH-Index: 18
Last. Dickson Tok (NU: Nanjing University)H-Index: 1
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Drawing on the conceptual metaphor theory, researchers have discovered that the location of product image (Chae et al. 2013; Elder and Krishna 2012) or in packaging design (Sundar and Noseworthy 2014) matters in influencing product attitudes. The metaphor of “distance is worth” is theorized from the perspective of cognitive linguistics and further developed based on the sense of power and prestige evoked by the distance.
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#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
#2Pei-Chi Chen (NSYSU: National Sun Yat-sen University)H-Index: 2
Last. Yi-Feng HuangH-Index: 1
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