認知需求對感官訴求廣告的影響效果

充分瞭解廣告訴求的特性、效果與限制，才能在準確的選用及實施下，達到最大的廣告效益。本研究探討消費者的認知需求差異，對於感官訴求的單一與多重等二種廣告策略，所反應在味覺、知覺與願付價格等變項上的影響程度。實驗法蒐集的實徵數據結果顯示：有較高認知需求的消費者，接受多重相對於單一的感官廣告訊息時，會有顯著較高的味覺、知覺評價，以及願意支付較高的價格來購買產品；而低認知需求者對二種感官訊息的反應表現，皆沒有顯著差異。本研究結果充實了感官訴求廣告策略的應用範圍及認識。

關鍵字

味覺知覺；感官訴求；認知需求；願付價格

並列摘要

Effective advertisement cannot be achieved without a better understanding of advertising appeals' characteristics and limitations in the whole execution phase. This study investigated how individual differences in need for cognition (NFC) can affect on two approaches of sensory appeals in response to perceived taste and willingness to pay. Empirical evidences showed that when ads mentioning multiple senses have significantly positive responses on product evaluation among people high in NFC, whereas ads mentioning only single sense showed no differences of persons with two levels in NFC. This study expands the boundaries of sensory appeals as well as contributes to the understanding of advertising strategies.

並列關鍵字

need for cognition ； perceived taste ； sensory appeals ； willingness to pay

國際替代計量

認知需求對感官訴求廣告的影響效果

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