Title

廣告中自我參照的情感與經驗正負性對廣告效果影響之研究

Authors

闕秋萍

Key Words

自我參照 ; 自我參照廣告 ; 廣告效果 ; 正負向經驗 ; 正負向情感

PublicationName

臺灣師範大學大眾傳播研究所學位論文

Volume or Term/Year and Month of Publication

2006年

Academic Degree Category

碩士

Advisor

王仕茹

Content Language

繁體中文

Chinese Abstract

廣告人員為了讓消費者和廣告間產生關連,在廣告的設計上,往往會透過呈現與個人相關的廣告資訊,或個人過去所曾經擁有的經驗?喚起消費者過去的記憶,以獲得較佳的廣告效果,而這種引發與自我相關事物記憶的廣告,便是所謂的自我參照廣告。根據本研究蒐集實務上的廣告後發現,這種自我參照廣告策略常常被運用,但國內有關這方面的研究與討論卻相當缺乏,因此,本研究以自我參照廣告為探討主題,主要目的是瞭解消費者在觀看「情感型」與「非情感型」自我參照廣告時,當引發其正面或負面經驗時,何者會有較佳的廣告效果,以及?點品質的強弱會如何影響其間的關係。 本研究以實驗法的方式進行,自變項為自我參照(情感型/非情感型)、回憶經驗(正/負)與論點品質(強/弱),應變項則為產品特徵回憶度、廣告態度與品牌態度。研究結果發現,在「情感型」自我參照的情境下,當鼓勵消費者取回的是過去正面、美好的情感性記憶時,消費者會因回想過去正面的記憶而產生強烈的正面情感反應,並沈浸於記憶的回想中,且忽略產品論點的描述,導致強、弱論點對廣告效果並沒有影響;反之,當消費者回想的是情感性的負面記憶時,則會產生負面的情感反應,此時消費者為了排除這些不好的情緒,反而會藉由對廣告論點的深思處理來消除其負面情緒,因此,強論點較弱論點有較佳的廣告效果。另一方面,在「非情感型」自我參照的情境下,當鼓勵消費者回想的是過去較不具情感成分、與產品使用較有關連的經驗時,取回經驗的正負向對於廣告效果並無顯著的差異,消費者都會著重在廣告論點的深思處理,因此,強論點會比弱論點有較佳的廣告效果。根據上述發現,本研究在實務建議上認為,當廣告主所推出的產品並沒有突出的論點品質時,可運用情感型自我參照且鼓勵取回正面經驗的廣告策略,以降低弱論點所帶來的不利;相反地,當廣告主所推出的產品擁有突出的論點品質時,則可運用非情感型自我參照且鼓勵取回負面經驗的廣告策略,以獲得最佳的廣告效果。

Topic Category 教育學院 > 大眾傳播研究所
社會科學 > 傳播學
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Times Cited
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