Dual process in evaluating an affective consumption experience.

Wong Ka Chat Andrew.Thesis (M.Phil.)--Chinese University of Hong Kong, 2005.Includes bibliographical references (leaves 72-79).Abstracts in English and Chinese.ABSTRACT (ENGLISH) --- p.iABSTRACT (CHINESE) --- p.iiiTABLE OF CONTENTS --- p.ivLIST OF TABLES --- p.viiLIST OF FIGURES --- p.viiiChapter CHAPTER ONE --- INTRODUCTION --- p.1Chapter 1.1 --- Background --- p.1Chapter 1.2 --- Research Objectives --- p.4Chapter 1.2.1 --- To incorporate affective expectation theory into satisfaction research --- p.4Chapter 1.2.2 --- To distinguish the differential satisfaction responses elicited by affective and cognitive expectations --- p.4Chapter 1.2.3 --- To propose the theory that expectation bases predetermine evaluation modes --- p.5Chapter CHAPTER TWO --- CONCEPTUAL FRAMEWORK --- p.6Chapter 2.1 --- Affective and Cognitive Expectations --- p.6Chapter 2.1.1 --- Definitions --- p.6Chapter 2.1.2 --- The Assimilation Effects of Affective Expectation --- p.7Chapter 2.1.3 --- Different Satisfaction Responses Evoked by Different Expectation Bases --- p.9Chapter 2.1.4 --- Hypothesis 1 --- p.10Chapter 2.2 --- The Predetermination of Evaluation Mode --- p.11Chapter 2.2.1 --- Affective and Cognitive Evaluation Modes --- p.12Chapter 2.2.2 --- The Theory of Predetermination of Evaluation Modes --- p.14Chapter 2.2.3 --- Hypothesis 2 --- p.14Chapter CHAPTER THREE --- RESEARCH METHODOLOGY --- p.15Chapter 3.1 --- Pretest --- p.15Chapter 3.1.1 --- Pretest 1: Affective quality manipulation --- p.16Chapter 3.1.2 --- Pretest 2: Cognitive quality of the CD --- p.18Chapter 3.1.3 --- Pretest 3: Expectation manipulations --- p.19Chapter 3.2 --- Main Study --- p.23Chapter 3.2.1 --- Participants and Design --- p.23Chapter 3.2.2 --- Procedure --- p.24Chapter 3.2.3 --- Measures --- p.26Chapter CHAPTER FOUR --- RESULTS --- p.28Chapter 4.1 --- Demand and Manipulation Checks --- p.28Chapter 4.2 --- Hypotheses Testing --- p.30Chapter 4.2.1 --- Differential Effect of Affective and Cognitive Expectations on Satisfaction --- p.30Chapter 4.2.2 --- The Predetermination of Evaluation Modes --- p.37Chapter 4.2.2.1 --- Total Number of Thoughts --- p.38Chapter 4.2.2.2 --- Proportion of Affective Thoughts --- p.38Chapter 4.2.2.3 --- Proportion of Cognitive Thoughts --- p.40Chapter 4.2.2.4 --- Proportional of Comparative Thoughts --- p.42Chapter 4.2.2.5 --- Proportion of Positive Thoughts --- p.45Chapter 4.2.2.6 --- Proportion of Negative Thoughts --- p.49Chapter 4.2.2.7 --- Proportion of Visual Thoughts --- p.54Chapter CHAPTER FIVE --- DISCUSSION --- p.56Chapter 5.1 --- Theoretical Contribution --- p.56Chapter 5.2 --- Limitations and Research Opportunities --- p.61APPENDIX 1 MOCK UP MAGAZINE EXCERPT --- p.64Chapter 1A --- Cognitive Version --- p.64Chapter 1B --- Affective Version --- p.65APPENDIX 2 COMMENTS ON THE CD CLAIMED TO BE WRITTEN BY PREVIOUS PARTICIPANTS --- p.66Chapter 2A --- Cognitive Version --- p.66Chapter 2B --- Affective Version --- p.67APPENDIX 3 EXAMPLES OF LISTED THOUGHTS CODED AS AFFECTIVE --- p.68Chapter 3A --- Positive --- p.68Chapter 3B --- Negative --- p.68APPENDIX 4 EXAMPLES OF LISTED THOUGHTS CODED AS COGNITIVE. . --- p.69Chapter 4A --- Positive --- p.69Chapter 4B --- Negative --- p.69APPENDIX 5 EXAMPLES OF LISTED THOUGHTS CODED AS COMPARISON --- p.70APPENDIX 6 examples of listed thoughts coded as visual --- p.71Reference