情緒效價對廣告態度的影響

The Influence of Emotional Valence on Attitudes toward the Commercial Firms

曾乙婷(Yi-Ting Zeng) ； 汪志堅(Chin-Chien Wang) ； 楊運秀(Yolande Yun-Hsiou Yang)

《行銷評論》 10卷4期 (2013/12) Pp. 441-457

摘要

情緒會影響消費者的決策，以及消費者對於訊息的態度，本研究探討情緒效價是否有助於提升廣告態度，以及涉入程度是否對兩者造成干擾。本研究採取實驗設計的方式進行，受訪者為313位大學生，每一位受測者皆接受五則廣告的測試，先看一段Discovery的影片，再穿插五則廣告，之後再看一段Discovery的影片，之後再穿插五則廣告，最後填寫問卷時，會再分次播放每則廣告，以加深受測者對每則廣告的情緒反應。本研究先進行性別差異檢定，再進行男女性對五則廣告的ANOVA分析，探討不同情緒訴求的廣告是否在各個變數上有所差異；再將涉入程度與愉悅度和激發度交互作用與廣告態度做線性迴歸，以了解情緒效價是否會受到涉入程度的干擾，對廣告態度產生影響。本研究結果發現，使用較正面的情緒效價的廣告時，消費者的廣告態度較高，以激動的情緒訴求效果最好，嚴肅的情緒訴求效果最差，悲傷的情緒訴求在涉入程度方面會大於其他廣告。愉悅度、激發度、涉入程度皆會對廣告態度有影響，不考慮與這三者的交互作用，性別並不會直接影響廣告態度，但若考慮這點，性別轉而顯著，男性的廣告態度會比女性低。另外，愉悅度與激發度對於廣告態度的影響，容易發生於低涉入的消費者。由本研究之結果可以得知，情緒效價確實能提升廣告態度，但涉入程度會干擾情緒效價對廣告態度的影響。

關鍵字

情緒效價 ； 愉悅度 ； 激發度 ； 廣告態度 ； 涉入程度

並列摘要

The primary aim of this study is to determine whether emotional valence could improve attitudes toward the ad, with the involvement as a moderator. The current study conducted an experimental design study of 313 subjects. Participants were instructed to focus on a documentary firm of Discovery channel. Two interruptions had been generated for five ads: the first at the middle, the second at the end of the documentary. After viewing the documentary firm, subjects were asked to view five ads separately and completed a questionnaire. We conducted t-test for testing gender differences and performing ANOVA analysis and linear regression to explore the difference of emotional appeals and attitudes among the five ads. We also explore if emotions were influenced by the involvement, and caused different attitudes toward the ads. Based on experimental study results, we found that subjects' attitudes toward the ads were higher when ads were with positive emotional valence than ones with negative emotional valance. The excited emotional appeal was with greater ad effect than others. The serious emotional appeal was with the worst ad effect. The sad emotional appeal had significant effect on involvement. Pleasure, arousal, and involvement were relative to on attitudes toward the ads. Male subjects' attitudes toward the ads were lower than that of female. In addition, pleasure and arousal significantly influenced on low involvement consumers' attitudes toward the ads. We concluded that emotional valence could improve attitudes toward the ads, but was moderated by the involvement.

並列關鍵字

emotional valence ； pleasure ； arousal ； attitudes toward the ad ； involvement