單一與多重媒體重複策略之傳播效果比較

Comparing Effects of Single and Multiple Media Repetition

張郁敏(Yuh-Miin Chang)

《中華傳播學刊》 14期 (2008/12) Pp. 231-265

https://doi.org/10.6195/cjcr.2008.14.06

摘要

本研究透過實驗室實驗法，探究在多次暴露下，多重與單一媒體重複在傳播效果上的差異。研究結果發現：(1)多重較單一媒體重複產生較高的注意力。而且，多重媒體動複沒有呈現注意力漸減現象，而單一媒體重複則明顯漸減。(2)多重與單一媒體重複的處理動機相當，但兩者並沒有如預期地呈現處理動機漸減的現象。(3)兩種媒體重複策略所產生的廣告態度相當，單一媒體重複在廣告態度上呈現漸減，但多重媒體重複卻無趨向存在。

關鍵字

多重媒體 ； 消息來源擴大理論 ； 媒體策略 ； 漸減 ； 廣告重複

並列摘要

This study compared the effectiveness between single and multiple media repetition through a set of lab experiments. The findings revealed several interesting results. First, multiple media repetition leads to significantly higher attention than the counterpart after four exposures of a message. Attention did not wear out from two to four exposures for the multiple media conditions but wore out significantly for the single medium conditions. Both repetition strategies yielded similar level of motivation to process after four exposures, and maintained similar level of motivation from two to four exposures. Finally, although two strategies generated similar attitude toward the advertisement after four exposures, single medium repetition significantly wore out from two to four exposures while the counterpart did not.

並列關鍵字

multiple media ； source magnification theory ； media strategy ； wearout ； advertising repetition

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