引起心像的廣告策略對廣告溝通效果的影響

The Communication Effects of Imagery-eliciting Advertising Strategies

張重昭(Chung-Chau Chang) ； 張秋琪(Chiu-Chi Chang)

《臺大管理論叢》 8卷1期 (1997/08) Pp. 85-127

https://doi.org/10.6226/NTURM1997.8.1.85

摘要

本研究探討引起心像的廣告策略，是否經由心像處理的過程，影響廣告溝通效果；另外，消費者之個別差異是否將干擾廣告策略與廣告溝通效果之關係。研究方法採實驗設計，操弄的自變數是想像的指導語、文案具體程度等兩種引起心像的廣告策略以及產品知識的個別差異；應變數是廣告溝通效果，包括記憶、廣告態度、品牌態度、購買意願等；中介變數是心像處理。研究發現：1．心像有清晰程度及連結程度兩個向度；2．擁有想像之印象、高產品知識等二因素，是引發心像處理的主要因素；3．擁有想像之印象、具體的文案及高產品知識等三個因素，是造成正面廣告溝通效果的主要因素；4．擁有想像之印象者，其在廣告溝通效果上的良好表現，乃是透過心像處理的過程所致。

關鍵字

心像 ； 心像處理 ； 視覺心像 ； 產品知識 ； 處理型態

並列摘要

This study is directed to explore whether the imagery-eliciting advertising strategies affect advertising communication through imagery processing, as well as the possible moderating effects from the consumer individual differences.
The experimental design is adopted in this research. Two imagery-eliciting strategies, instructions to imagine and concreteness of the ad copy are manipulated. Individual difference in product knowledge is the third independent variables. The dependent variables are advertising communication effect, including recall, attitudes toward the advertisement, brand attitudes, and intention to purchase. The mediator is imagery processing.
The results have shown that a) Imagery has two dimensions, vividness and links. b) The primary factors to elicit imagery processing are the elicited impression to imagine and more product knowledge. c) The main factors to result in positive advertising communication effect are the elicited impression to imagine, concrete ad copy, and more product knowledge. d) It is through imagery processing that those who have the impression to imagine show good performance on advertising communication effect.

並列關鍵字

Mental Imagery ； Imagery Processing ； Visual Imagery ； Product Knowledge ； Processing Style