個人因素在幽默廣告勸服途徑中之角色研究

The Role of Individual Differences in the Persuasion Process of Humorous Advertising

練乃華(Nai-Hwa Lien) ； 蘇文達(Wen-Ta Su) ； 曾杏如(Hsing-Ju Tseng)

《行銷科學學報》 1卷1期 (2005/04) Pp. 23-41

摘要

本研究曾在探討兩項個人差異變數－認知需求和情感密集度一在不同類型的幽默廣告作用過程中所扮演的角色，主要研究問題包括：（1）各類型幽默廣告效果如何因個人差異而改變（2）個人差異與幽默廣告中介過程之關係。研究結果顯示認知型幽默對認知需求較高者較為有效，情感型幽默可增進情感密集度較高者的廣告態度。隨著認知需求程度的增加，幽默廣告的中介變數由廣告態度改變為認知想法。情感密集度對於情感型幽默和非幽默廣告有透過情緒反應的間接效果，對於認知型幽默則尚有直接效果。

關鍵字

幽默廣告 ； 認知型幽默 ； 情感型幽默 ； 認知需求 ； 情感密集度

並列摘要

This study aims to investigate the roles of two individual difference variables, need for cognition (NFC) and affect intensity (Al), in the persuasion process of various types of humorous ads. The main research questions are (l) how does individual difference moderate the effects of humorous ads? (2) what's the relationship between individual difference and the mediation process of humorous ads? The results show that cognitive humor is most effective to high-NFC consumers, while affective humor enhances high-AI consumer's attitude toward the ad (Aad). The mediator of humorous ad effect is Aad for low-NFC consumers, and cognitive thoughts for high-NFC consumers. For affective-humor and non-humor ads, AI has a indirect effect on Aad and brand attitude through affective response. For cognitive-humor ads, AI has both direct and indirect effects.

並列關鍵字

humorous ads ； affective mechanism ； cognitive mechanism ； need for cognition ； affect intensity