Communications

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The Constituent Variables of Mind Share

Received: 01 February 2018    Accepted: 16 February 2018    Published: 16 March 2018
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Abstract

This paper extents the content of Mind share construction to explore antecedent of confidence and resistance and their relationships. The models of these two variables are proposed and which include customer’s information of direct experiment, experience of successful resisting competitor persuasion and the connection knowledge with target product or brand. The sequences process (interactions) between confidence and resistance are also discussed. Finally, the empirical data ofsharing economic are used to test the time-series regression. The conclusion of management application is made.

DOI 10.11648/j.com.20180602.12
Published in Communications (Volume 6, Issue 2, June 2018)
Page(s) 34-38
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Mind Share, Confidence, Resistance

References
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[6] Fazio, R. H. & Zanna, M. P. (1978). On the predictive validity of attitudes: The roles of direct experience and confidence. Journal of Personality, 46 (2), 228-243.
[7] Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to Theory and Research, Reading. MA: Addison-Wesley.
[8] Friestad, M. & Wright, F. P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21 (1), 1-31.
[9] Hovland, C. I., Janis, I. L. & Kelly, H. H. (1953). Communication and persuasion. New Haven, CT: Yale University Press.
[10] Huang, H. H. (2014). Construction of Mind Share in Loyalty Concept in Terms of Confidence and Resistance. Marketing Review, 11 (2), pp. 133-154.
[11] Huang, H. H. (2014). Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty. Expert Journal of Marketing, 2 (1), 15-27.
[12] Huang, H. H. (2014). From Attitudinal Loyalty to Behavioral Loyalty: Construction of Loyalty Model. Pensee, 76 (4), 125-138.
[13] Hui-Hsin, Huang (2015). Using Mind Share Calculation and Fuzzy Concept to Explore Customer's Psychological Pattern. Procedia - Social and Behavioral Sciences, 175 (12) February, 170-175.
[14] Laroche, M., Kim, C. Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37 (2), 115-121.
[15] Oliva, A. T., Oliver, L. R. & MacMillan, C. I. (1992). A Catastrophe model for developing service satisfaction strategies. Journal of Marketing, 56 (3), 83-95.
[16] Petty, E. R., Brinol, P. & Tormala, L. Z. (2002). Thought confidence as a determinant of persuasion: The self-validation hypothesis. Journal of Personality and Social Psychology, 82 (5), 722-741.
[17] Pomerantz, E. M., Chaiken, S. & Tordesillas, R. S. (1995). Attitude strength and resistance process. Journal of Personality and Social Psychology, 69 (September), 408-419.
[18] Simth, E. R. & Swinyard, R W. (1988). Cognitive response to advertising and trial belief strength, belief confidence and product curiosity. Journal of Advertising, 17 (3), 3-14.
[19] Spreng, A. R. & Page, J. T. (2001). The impact of confidence in expectations on consumer satisfaction. Psychology & Markeitng, 18 (11), 1187-1204.
[20] Tormala, L. Z.&Petty, E. R. (2002). What doesn't kill me makes me stronger: The effects of resisting persuasion on attitude certainty. Journal of Personality and Social Psychology, 83 (6), 1298-1313.
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Author Information
  • Department of Business Administration, Aletheia University, New Taipei, Taiwan

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    Hui Hsin Huang. (2018). The Constituent Variables of Mind Share. Communications, 6(2), 34-38. https://doi.org/10.11648/j.com.20180602.12

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  • @article{10.11648/j.com.20180602.12,
      author = {Hui Hsin Huang},
      title = {The Constituent Variables of Mind Share},
      journal = {Communications},
      volume = {6},
      number = {2},
      pages = {34-38},
      doi = {10.11648/j.com.20180602.12},
      url = {https://doi.org/10.11648/j.com.20180602.12},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.com.20180602.12},
      abstract = {This paper extents the content of Mind share construction to explore antecedent of confidence and resistance and their relationships. The models of these two variables are proposed and which include customer’s information of direct experiment, experience of successful resisting competitor persuasion and the connection knowledge with target product or brand. The sequences process (interactions) between confidence and resistance are also discussed. Finally, the empirical data ofsharing economic are used to test the time-series regression. The conclusion of management application is made.},
     year = {2018}
    }
    

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    T1  - The Constituent Variables of Mind Share
    AU  - Hui Hsin Huang
    Y1  - 2018/03/16
    PY  - 2018
    N1  - https://doi.org/10.11648/j.com.20180602.12
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    PB  - Science Publishing Group
    SN  - 2328-5923
    UR  - https://doi.org/10.11648/j.com.20180602.12
    AB  - This paper extents the content of Mind share construction to explore antecedent of confidence and resistance and their relationships. The models of these two variables are proposed and which include customer’s information of direct experiment, experience of successful resisting competitor persuasion and the connection knowledge with target product or brand. The sequences process (interactions) between confidence and resistance are also discussed. Finally, the empirical data ofsharing economic are used to test the time-series regression. The conclusion of management application is made.
    VL  - 6
    IS  - 2
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