沈玢,美国阿拉巴马大学(University of Alabama)传播与信息科学博士,浦江学者。曾任教于美国夏威夷大学雪德商学院(Shidler College of Business,University of Hawaii),现执教于复旦大学新闻学院。研究领域涉及营销传播、媒介效果、新媒体、媒介心理学等。在《广告学刊》(Journal of Advertising)、《大众传播与社会》(Mass Communication and Society)、《亚洲传播学刊》(Asian Journal of Communication)、《营销管理期刊》(Journal of Promotion Management)、《新闻大学》等国内外知名学术刊物上发表多篇论文。
书摘
CONTENTS
LIST OF ABBREVIATIONS AND SYMBOLS
LIST OF TABLES
LIST OF FIGURES
CHAPTER I INTRODUCTION
CHAPTER II LITERATURE REVIEW
WHAT:Judgment Tasks of Anchoring That Have Been Examined
HOW:Psychological Mechanisms and Stages of Anchoring
WHY:Reasons That Anchoring Occurs
WHERE:I. Applied Areas of Anchoring Effects
WHERE:II. Application in Comparative Nutrition Claims
WHEN:Conditions for Anchoring to Occur
WHO:People Affected by Anchoring and Adjustment
CHAPTER III METHODOLOGY
Products & Packaging Designs
Treatment Manipulations
Product Attribute:Fat
Participants and Procedure
Measurement
CHAPTER IV RESULTS
Manipulation Check
Study Participants
Scale Reliability and Validity
Hypotheses Testing and Research Questions
CHAPTER V DISCUSSION
Summary of Results
Theoretical Implications and Practical Applications
Limitations and Future Research
Conclusions