手段-目的連鎖理論に基づく広告効果の分析

広島大学教育学部紀要. 第一部 Issue 38 Page 199-206 published_at 1990-02-26
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Title ( jpn )
手段-目的連鎖理論に基づく広告効果の分析
Title ( eng )
An analysis of advertising effect based on the means-end chain theory
Creator
Ohtsubo Yasunao
Source Title
広島大学教育学部紀要. 第一部
Bulletin of the Faculty of Education, Hiroshima University. Part 1
Issue 38
Start Page 199
End Page 206
Abstract
This study was designed to examine the validity of advertising assessment based on the NECCAS (Means-End Conceptualization of Components for Advertising Strategy) model. Three TV commercials of shampoo were assessed on the basis of the value-structual map that shows the means-end chain. And the relationship between these advertising assessments and these impression on commercials and goods was discussed.

The result showed that this assessment based on the MECCAS model was useful to describe the feature of advertising, but didn't explain the effect of advertising sufficiently.
Keywords
advertising
MECCAS
means-end chain theory
NDC
Psychology [ 140 ]
Language
jpn
Resource Type departmental bulletin paper
Publisher
広島大学教育学部
Date of Issued 1990-02-26
Publish Type Version of Record
Access Rights open access
Source Identifier
[ISSN] 0440-8705
[NCID] AN00213359