探討心理模擬與產品種類及廣告類型對廣告之說服效果

Effects of Mental Simulation, Product Type, and Advertisement Type on Persuasion

蔡依璇(Yi-Hsuan Tsai)

指導教授 ： 邱光輝 ； 林我聰

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

本研究主要探討心理模擬類型 (過程導向 vs. 結果導向)、產品種類 (功能型產品 vs. 享樂型產品) 及廣告類型 (比較型廣告 vs. 非比較型廣告) 三者對廣告說服效果 (廣告態度、品牌態度及購買意願) 之影響。本研究採用8個組間實驗設計。
本研究結果顯示，在心理模擬類型的過程導向比結果導向有更好的廣告效果。享樂型產品比功能型產品有更好的廣告效果。非比較型廣告比比較型廣告有較好的廣告效果。心理模擬類型與產品種類只有在廣告態度上具有交互作用。
本研究結論提出消費者心理學及行銷廣告設計呈現上提出實質建議，並且在學術領域及實務應用上有所幫助。

關鍵字

心理模擬 ； 享樂型產品 ； 功能型產品 ； 比較型廣告

並列摘要

The objective of this research is to examine the effects of mental simulation (process-oriented vs. outcome-oriented), product type (utilitarian product vs. hedonic product), and advertisement type (comparative advertising vs. non-comparative advertising) on advertisement persuasion (advertisement attitude, brand attitude, and purchase willingness). This research conducts a 2 x 2 x 2 between-subject experiment design.

The results show that
1. Process-oriented mental simulation has better persuasive effectiveness than outcome-oriented mental simulation

2. Hedonic product has better persuasive effectiveness than utilitarian product

3. Non-comparative advertising type has better persuasive effectiveness than comparative advertising type

4. Mental simulation type has interaction with product type only on advertisement attitude. These results contribute to the theoretical development and marketing applications.

並列關鍵字

Mental Simulation ； , Hedonic Product ； Utilitarian Product ； Comparative Advertising

參考文獻

Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-453.

Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.

Beatty, S. E., & Smith, S. M. (1987). External search efforts: An investigation across several product categories. Journal of Consumer Research, 14(1), 83-95.

Belch, G. E. (1981). An examination of comparative and noncomparative television commercials: The effects of claim variation and repetition on cognitive response and message acceptance. Journal of Marketing Research, 18(3), 333-349.

Bettman, J., Luce, M. F., & Payne, J. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.