戀愛讓你與眾不同嗎？求偶思維對於品牌偏好的影響：以廣告隱喻性與產品稀少性為干擾變數

Does Love Make You Unique? The Impact of Mating Mind-Sets on Brand Preference as Moderated by Ad Metaphors and Scarcity Appeal

施玟伊(Wen-I Shih)

指導教授 ： 高登第

國立清華大學/竹師教育學院/教育心理與諮商學系/碩士(2021年)

摘要

本研究試圖探討不同求偶思維的情境，是否會對消費者的品牌偏好產生影響。以隱喻廣告與產品稀少性做為干擾變數，探討此二變數是否會對消費者之品牌偏好產生干擾作用。並根據文獻探討所推論的構面與假說進行變項之間的差異研究，以心理學實驗法進行 2（求偶思維：是 vs.否）× 2（隱喻廣告：明喻 vs.暗喻）× 2（產品稀少性：供給性稀少 vs.需求性稀少)的受試者間實驗設計。本研究結果發現：(1) 使用明喻廣告時，非求偶思維的消費者會比求偶思維的消費者產生較高的品牌偏好；使用暗喻廣告時，求偶思維並不會對品牌偏好產生顯著差異；(2) 當產品為供給性稀少時，求偶思維的消費者會比非求偶思維的消費者產生較高的品牌偏好；當產品為需求性稀少時，求偶思維並不會對品牌偏好產生顯著差異；(3) 使用明喻廣告且產品為供給性稀少時，求偶思維並不會對品牌偏好產生顯著差異；使用明喻廣告且產品為需求性稀少時，非求偶思維會比求偶思維的消費者產生較高的品牌偏好；使用暗喻廣告且產品為供給性稀少時，求偶思維會比非求偶思維的消費者產生較高的品牌偏好；但使用暗喻廣告且需求性稀少時，求偶思維並不會對品牌偏好產生顯著差異。

關鍵字

求偶思維 ； 產品稀少性 ； 隱喻廣告 ； 品牌偏好

並列摘要

This research attempts to explore the impact of different scenarios of mating mind-set on their brand preference, as well as the moderating effects of metaphors used in the ad and the scarcity of the products. A 2 (mating mind-set: yes vs. no) × 2 (ad metaphors: low vs. high) × 2 (scarcity appeal: demand vs. supply) between-subjects factorial experimental design is conducted. Research findings indicate that (1) For a low metaphorical ad, people with non-mating mind-sets are likely to engender stronger brand preference than those with mating mind-sets; on the contrary, for a highly metaphorical ad, no differential brand preference between people with mating mind-sets and those with non-mating mind-sets. (2) For an ad characterized by the supply scarcity appeal, people with mating mind-sets are likely to engender stronger brand preference than those with non-mating mind-sets; on the contrary, for an ad characterized by the demand scarcity appeal, no differential brand preference between people with mating mind-sets and those with non-mating mind-sets. (3) For a low metaphorical ad, supply scarcity appeal is likely to elicit no differential brand preference between people with mating mind-sets and those with non-mating mind-sets; in contrast, for a low metaphorical ad characterized by the demand scarcity appeal, people with non-mating mind-sets are likely to engender stronger brand preference than those with mating mind-sets. Moreover, for a highly metaphorical ad characterized by the supply scarcity appeal, people with mating mind-sets are likely to engender stronger brand preference than those with non-mating mind-sets; in contrast, for a highly metaphorical ad characterized by the demand scarcity appeal, no differential brand preference between people with mating mind-sets and those with non-mating mind-sets will be found.

並列關鍵字

Mating Mind-sets ； Scarcity Appeal ； Ad Metaphors ； Brand Preference

參考文獻

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

中文部份

李岳（2003）。網路廣告理解研究。國立台灣大學資訊管理研究所碩士論文，未出版，台北市。

楊雅棠 、邱美惠、翁郁權（2011）。獨特性需求、限量策略之消費知覺價值與購買意圖關條之研究：以中式白酒產品為例。商學學報，19，55-67。

鄧育仁、孫式文（2000）。廣告裡的圖象隱喻:從多空間模式分析。新聞學研究，62，35-71。