廣告圖片說服效果在涉入及情緒調節作用下的運作機制

The Mechanism of Picture-based Persuasion Effect：The Moderating Role of Involvement and Emotion

鄭安婷(An-Ting Cheng)

指導教授 ： 練乃華

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10002

摘要

廣告圖片的使用是一種很常見的行銷溝通工具，如何在有限的預算下有效的運用廣告圖片達到廣告主的目的：提高消費者的購買意願，成為許多研究者感興趣的議題，也因而衍生出許多探討不同情境或變數下廣告圖片效果的研究。根據佘昭龍(2001)的研究，以涉入和情緒作為廣告說服效果的調節變數，以果汁汽水為目標產品，發現受試者在正面情緒且低涉入的情形下，觀看相關廣告圖片比無關廣告圖片的受試者的產生更多的想法數，本研究希望找出其背後可能的運作機制。
　　本實驗採用2×2×2的三因子實驗設計，以高/低涉入，相關/無關廣告圖片和正面/中性情緒為自變數，以中性產品-牙膏作為研究產品，共有8種不同的實驗情境，以台灣大學大學部女生為研究對象，探討受試者的廣告態度、購買意願和產品態度等，所得的結果如下：
一、 相關圖片使消費者容易聯想到和產品有關的想法。無關圖片不帶有產品相關訊息，反而分化了消費者的認知資源，因此使得相關圖片的廣告說服效果高於無關圖片的廣告說服效果。
二、 在正面情緒下，高渉入組較注意產品相關訊息，低渉入組較注意非產品相關訊息。因此，高渉入組在想法的回報上，和產品相關的想法數顯著多於低渉入組，而低渉入組和廣告相關的想法數也顯著多於高渉入。
三、 在正面情緒且高渉入的情況下，好心情活化了消費者的認知能力，願意花力氣去”解讀”無關圖片，觀看相關圖片廣告和無關圖片廣告時，產生相同的廣告說服效果；正面情緒低渉入的情況下，觀看無關廣告圖片消費者的廣告說服效果都顯著低於觀看相關圖片的消費者。
四、 正面情緒且低涉入的受試者在觀看中性產品的相關圖片和無關圖片時產生的總想法數量無差異，是因為受到產品本身引發消費者情緒的不同，其態度形成的認知運作機制受到產品所引發的情緒影響所致。

關鍵字

廣告圖片 ； 涉入 ； 情緒 ； 廣告說服效果 ； 中性產品

並列摘要

According to study of佘昭龍(2001), the study took involvement and emotion as adjustable variables, subjects looking at AD containing relevant picture generate larger number of thoughts than subjects looking at AD containing irrelevant picture. This research is undertaken with the intention to explain the possible utilization system behind. The conclusions derived are shown as follows:
1. Relevant AD containing picture makes consumer easily think of thoughts related to
product. On the other hand, irrelevant AD containing picture, without product-related information, tends to distract consumer’s perception resources. Hence, the persuasion effect of relevant AD containing picture is higher than that of irrelevant AD containing picture.
2. Under positive emotion, high involvement group pays more attention to product-related information while low involvement group pays more attention to non-product-related information. Therefore, high involvement group has clearly more feedbacks and number of thoughts. On the other hand, low involvement group has obviously more number of thoughts regarding AD.
3. Under positive emotion and high involvement scenario, positive emotion vitalizes consumer’s perception ability, making consumer willing to make efforts to “decipher” irrelevant pictures. Under this scenario, similar AD persuasion effect is produced no matter whether consumer looks at relevant AD containing picture or irrelevant one.
4. With positive emotion and low involvement, subjects have no difference in number of total thoughts when looking at relevant or irrelevant AD containing picture of neutral products. The reason is that product itself evokes the difference of consumer emotion, thus the utilization system of consumer perception is affected by the product.

並列關鍵字

AD picture ； involvement ； emotion ； persuasion effect ； neutral product

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