A DYNAMIC MODEL OF ASSIMILATION-CONTRAST THEORY: AN EXPERIMENTAL STUDY ON RECYCLING RATE

This study explored topics on communication issues, especially focusing on the audience's attitude to scale-assimilation and the contrast theory. Based on the assimilation and contrast theory, the researchers of this study further developed a dynamic process model for the assimilation and contr...

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Bibliographic Details
Published in:International journal of organizational innovation 2012-01, Vol.4 (3), p.197
Main Authors: Yang, Dong-Jenn, Huang, Kai-Li
Format: Article
Language:English
Subjects:
Adaptation
Advertising
Assimilation
Audiences
Business communications
Communication
Consumers
Dynamic programming
Estimates
Marketing management
Social marketing
Studies
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Summary:This study explored topics on communication issues, especially focusing on the audience's attitude to scale-assimilation and the contrast theory. Based on the assimilation and contrast theory, the researchers of this study further developed a dynamic process model for the assimilation and contrast theory. This unifying framework encompasses both static and dynamic perspectives, combines established theory, such as the assimilation and contrast theory, the adaptation level theory and anchoring effects and, from a time sequence point of view, discusses the displacement of latitude of acceptance and rejection. The findings of this study are as follows: (1) Latitude of acceptance and rejection at time t partially affected the displacement of latitude of acceptance and rejection from time t to t+1. (2) The given anchor message significantly affected the displacement of latitude of acceptance. (3) A dynamic model of the assimilation and contrast theory was built. [PUBLICATION ABSTRACT]
ISSN:1943-1813