調節焦點對於雙向比較廣告效果之影響

The Impact of Regulatory Focus on Effectiveness of Two-sided Comparative Advertising

林佳慧(Jia-Huei Lin)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02795

摘要

Florack et al.(2009)研究指出，在非比較廣告中，單雙向訴求廣告之品牌態度受到調節焦點的影響。由於雙向訴求有效提高廣告的可信度，對品牌態度產生正向效果，但雙向訴求同時也揭露品牌的缺點，使品牌態度產生負向效果，根據不同調節焦點，促進型焦點消費者行為策略傾向追求正向結果，對於負向結果較不敏感，因此在閱讀雙向訴求廣告時，可信度對於品牌態度的正向效果會大於品牌缺點的負向效果；但預防型焦點消費者的行為策略傾向避免負向結果，因此對於雙向訴求中的負向缺點較為敏感，導致預防型焦點消費者降低雙向訴求的品牌態度。

本研究延伸探討比較廣告中—包含完全比較廣告與部份比較廣告，單雙向訴求廣告之品牌態度是否仍受到調節焦點的影響。由於比較廣告使用比較性訴求，雖然有助於消費者提高對屬性的注意和回憶，但卻可能降低可信度且產生較多的反駁觀點和負向認知，推論在比較廣告下，調節焦點對單雙向訴求之調節效果會隨之降低。本研究採用3 ( 完全比較廣告 / 部份比較廣告 / 非比較廣告) x 2(單向 / 雙向訴求)x 2(促進型 / 預防型焦點)實驗設計，利用GRFM量表衡量在不同調節焦點人格下，是否在不同廣告類型中，單雙向訊息中都具有調節作用。結果發現：(1) 完全比較廣告與部份比較廣告之品牌態度顯著優於非比較廣告。(2) 部份比較廣告或非比較廣告，雙向訴求廣告之品牌態度顯著受到不同調節焦點的影響，單雙向訴求對於品牌態度並不會有顯著的差異，但促進型焦點消費者對於雙向訴求有較好的品牌態度，預防型焦點消費者對於單向訴求較好的品牌態度，但在完全比較廣告下，調節焦點並沒有顯著的調節作用。

關鍵字

完全比較廣告 ； 部份比較廣告 ； 非比較廣告 ； 雙向訴求 ； 調節焦點

並列摘要

Florack et al. (2009) demonstrated regulatory focus moderated two-sided claims on product evaluation in noncomparative advertising. The regulatory focus theory defined two kinds of individuals in promotion focus and prevention focus. Promotion-focused individuals are sensitive to the presence or absence of positive outcome, while prevention-focused individuals are sensitive to the presence or absence of negative outcome. Since two-sided claims enhance ad credibility but also disclose negative product information, the result supported that promotion-focused individuals would have better product evaluation through two-sided claims than prevention-focused individuals in noncomparative advertising.

This study further focus on how the regulatory focus moderates two-sided claims on brand attitude of comparative advertising. Comparative claims in comparative advertising might decrease ad credibility and increase more counterarguments and negative cognition, the moderate effect of regulatory focus might be efficient less. This study apply a 3 (Complete comparative / Partial comparative / Noncomparative) x 2(One-/Two-sided claims) x 2(Promotion / Prevention) design and use GRFM scale to measure chronic regulatory focus of participants. 377 participants showed that (1) brands promoted by complete comparative and partial comparative advertising would have better brand attitude than noncomparative advertising. (2) Regulatory focus moderates two-sided claims on product evaluation in partial comparative ads and noncomparative ads, but not in complete comparative ads.

並列關鍵字

Comparative advertising ； partial comparative advertising ； noncomparative advertising ； two-sided advertising ； regulatory focus ； promotion-focus and prevention-focus

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