The Role of Processing Fluency on the Use of Central Arguments in Product Judgments under Low Involvement Condition

低涉入情境下資訊處理流暢度對於採用核心論點以形成產品評價之影響

山多夫(Carlo Sandoval)

指導教授 ： 蕭中強

國立清華大學/科技管理學院/國際專業管理碩士班/碩士(2009年)

https://doi.org/10.6843/NTHU.2009.00555

摘要

Though there are substantial theoretical and research articles available that supports the application of the Elaboration likelihood model (ELM) to explain the effectiveness of advertisements by evaluation of the relationship of the messages and the level of involvement, there still have not been significant research done on the way how central arguments affects subjects under the low elaboration likelihood condition, and the scarce information available is limited on research done only on digital and electronic products categories.
In this study, we controlled involvement and introduced processing fluency as a moderator on a questionnaire that contained four advertisements of non digital or electronic products, to evaluate the product judgment of people on the low involvement condition. Is important to mention that the experiment examined involvement, which is the extent to which an individual is willing and able to ‘think’ about the position advocated in a message and its supporting arguments by manipulation of the ability variable while fixing the willingness or motivation on a low condition for all subjects.
The results of our study suggest that by using processing fluency as a mediator to present the central arguments, it may be possible to make the central arguments easy enough so that the people in the low involvement condition who may have fewer cognitive resources available, to be able to process the central merits of the message and to influence the formation of attitude

關鍵字

Elaboration Likelihood Model ； Heuristic-Systematic Model ； Multiple Roles ； Involvement ； Processing Fluency

參考文獻

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