廣告與自我一致性效果

Ad-Self-Congruency Effects

張卿卿(Ching-Ching Chang)

《管理評論》 23卷3期 (2004/07) Pp. 93-114

https://doi.org/10.6656/MR.2004.23.3.CHI.93

摘要

廣告與消費者之間的自我一致性是消費者行為中的重要課題。本文延伸過去廣告與自我一致性效果(ad-self-congruency)的研究，實驗一比較「文化」認同價值與廣告所描繪的產品使用者價值間的一致程度之於「自我」認同價值與廣告所描繪的產品使用者價值間的一致程度對於廣告說服效果的相對影響。實驗一針對團體／個人價值(collectivism/individualism)作探討，研究結果顯示自我認同價值與廣告描繪價值間的一致程度顯著影響廣告說服效果，然而文化認同價值與廣告描繪價值間的一致程度對於廣告說服效果的影響則不顯著，此結果符合假設所預期。在瞭解自我認同價值與廣告描繪價值間的一致程度對於廣告說服效果會產生影響後，有需要深入探討究竟是哪一個面向的自我認同一致性會有較高的影響。實驗二因此比較自我「真實」形象與廣告形象間的一致程度之於自我「理想」形象與廣告形象間的一致程度對於廣告說服效果的相對影響。此實驗鎖定自我監控人格(self-monitoring)為探討的核心人格形象，發現了自我理想人格形象與廣告描繪人格形象間的一致程度顯著影響廣告說服效果，然而自我真實人格形象與廣告描繪人格形象一致程度對於廣告說服效果的影響則不顯著，此結果也符合假設預期。

關鍵字

廣告效果 ； 廣告與自我一致性 ； 團體／個人價值 ； 自我監控人格

並列摘要

This study compared the relative effectiveness of ad-self-congruency and ad-culture congruency as well as the relative effectiveness of congruency between real self and ad image and ideal self and ad image on consumers' responses to the ad. Results of experiment one indicated that ad-self-congruency had significant impacts on participants' attitudes toward the ad and the brand, whereas ad-culture-congruency did not. Findings of experiment two demonstrated that the congruency between ideal self and ad image had a significant impact on ad and brand attitudes, whereas the congruency between real self and ad image did not.

並列關鍵字

advertising effects ； ad-self-congruency ； collectivism/individualism ； self-monitoring

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