Exploring Anchoring and Communication Effects from Message Manipulation: An Experimental Study about Recycling

錨點訊息操弄與溝通效果：以資源回收爲實驗案例

楊東震(Dong-Jenn Yang) ； 馬宗洸(Tsung-Kuang E. Ma)

《Pan-Pacific Management Review》 14卷2期 (2011/07) Pp. 79-108

https://doi.org/10.30166/PPMR.201107.0001

摘要

在社會行銷中，探索如何改變受眾對公共議題的認知、態度、與行爲藉以增進社會福祉是一項重要的研究，而適度操弄錨點位置以加強與受眾的溝通效果已被證明是商業行銷中的一種有效手段。本文則討論如何將此商業行銷上的有效方法應用於一項特定社會議題，即操弄錨點訊息以影響閱聽人對某個未知數量（資源回收率）的估計，並檢定此種作法是否真正可增進與閱聽人的溝通效果以調整對資源回收的態度與行爲。兩種實驗結果均顯示包含錨點的訊息確實顯著影響閱聽人對資源回收率的錨點估計，高、低錨點訊息皆可激勵閱聽人支持資源回收，但效果只有少部分顯著，這與類似但屬於利己行爲研究的結果不同。

關鍵字

社會行銷 ； 定錨效果 ； 溝通效果 ； 資源回收

並列摘要

How to change the cognition, attitude and behavior of a target audience toward a public issue that improves the welfare of society is an interesting topic in social marketing. Properly manipulating anchor positions to strengthen communication with a target audience has been demonstrated as an effective approach in commercial marketing. We propose to explore how applying the confirmed commercial marketing model to a specific social marketing issue (i.e., controlling messages with an anchor to influence the evaluations of a target audience about an unknown quantity-the rate of recycling) and to test whether this approach improves the effects of communication meant to adjust attitudes and behaviors toward recycling. Two experiments show that anchored advertising messages significantly change the estimates of a target audience regarding recycling. Advertising messages with high or low anchors motivate subjects to support recycling, but not ostensibly, which is contrary to other behaviors of personal benefit.

並列關鍵字

social marketing ； anchoring effect ； communication effect ； recycling

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