Print Advertising Effects of Product Involvement and Message Strategy on the Different Cognitive Styles and Thinking Style of the Elderly

高齡者的認知風格與思考風格對不同涉入產品與訊息策略之平面廣告效果研究

余淑吟(Shu-Yin Yu)

《設計學研究》 17卷2期 (2014/12) Pp. 21-41

https://doi.org/10.30105/JDS.201412_17(2).0002

摘要

訊息內容是廣告重要的表現策略，適當的訊息將直接影響廣告溝通的效果。高齡者面對生理、心理與認知的退化後，對於複雜訊息的解讀能力也將隨之改變。本研究主要在探討平面廣告中不同資訊量、訊息架構和代言人可信度的操作，以了解不同認知風格之高齡者在閱讀廣告樣本時，對不同產品所產生的廣告效果。藉由高齡者的認知風格的區隔，了解高齡族群在認知能力下降後，對於不同的產品類型與廣告訊息策略的影響，並瞭解如何建立有效的溝通效果，以因應即將面臨的高齡化社會的廣告溝通與行銷參考。本研究取樣乃以便利抽樣於台北、桃園地區之市立圖書館樂齡區、老人協會、長青學苑與社區公園之１５０位６５歲以上男女性高齡者。研究利用信度檢定問卷題項，單變量及迴歸分析檢驗各變項之關係。研究過程第一部分乃是先測量受測者的認知風格與思考風格。第二部分則是進行不同產品涉入度與訊息策略之平面廣告效果測試。研究顯示高齡者的四種認知類型中，以第一類型（視覺理性）和第二類型（視覺直覺）較易受訊息策略的操弄，特別是對低涉入產品廣告，而第三類型（語文理性）則是最不容易受訊息策略操弄的認知類型。研究也顯示對高齡者溝通時，高涉入產品廣告訊息策略應以中等訊息負荷、反向訊息和低可信度代言人為佳。而低涉入產品廣告也是以中等訊息負荷，但正反向訊息皆可，以及高可信度代言人做為廣告策略會產生較好的廣告效果。

關鍵字

高齡者 ； 廣告效果 ； 認知風格 ； 訊息策略 ； 產品涉入度

並列摘要

Information content is one of the important factors of advertising strategy. Effective information use directly affects the effect of advertising communication. After the decline of cognitive ability, the elderly will develop a differentiated attitude and effect when facing complicated message strategies. The purpose of this study is to investigate how to establish print advertising information for the elderly to improve the effect of marketing communication. The study examines the advertising effects of message strategies, especially message load, message framing and credibility of message source, and product involvement on different cognitive style and thinking style of the elderly. Reliability, ANOVA and logistic regression were used in this study. Part 1 measured the personal cognitive types included cognitive study and thinking style (information processing style). Part 2 was the survey on print advertising effect of different product involvements and message strategies. A total of 150 elderly over the age of 65 participated in the experience, featuring the four types included Type 1 (visualize-rational), Type 2 (visualize-intuitive), Type 3 (verbalizer-rational) and Type 4 (verbalizer-intuitive) by the categories of cognitive style and thinking style. The results revealed that Type 1 (visualizer-rational) and Type 2 (visualizer-intuitive) are more likely to be manipulated by message strategies, especially the advertisement with low product involvement. Type 3 (verbalizer-rational) is most unlikely to be manipulated by message strategies. During the communication with the elderly, the message strategy of advertisement with high product involvement should mainly be middle message load, negative information and a spokesperson with low credibility. In addition, the message strategy of advertisement with low product involvement should also mainly be middle message load. However, to achieve better advertising effect, positive message, negative message and a spokesperson with high credibility can be used in the advertising strategy.

並列關鍵字

Advertising Effect ； Cognitive Style ； Thinking Style ； Message Strategy ； Product Involvement

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