學位論文
Permanent URI for this collectionhttp://rportal.lib.ntnu.edu.tw/handle/20.500.12235/73887
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Item 論點品質對評價修正影響之研究(2011) 林佩君; Montana NimsrisukkulOrdinarily people like to hold the correct attitudes about everything in themselves but sometimes some people immediately change their mind after see the advertising while other doesn’t. What happen to them? And how could that be? Anyway in order to change their minds, they must to endeavor for processing the given information as well as the existing knowledge. According to the Consumer Behavior studies, for example ELM by Petty& Cacioppo in 1986, they have found that people under high involvement condition will be more likely influenced to the strong argument(s) and try to avoid the weak argument, moreover their attitude will be positive. On the contrary, when the arguments are weak, their attitude will be changed to the negative. Later in 2006, Kang and Herr had discovered the new knowledge called “Kang and Herr’s theory”. Their research summarized that under the same condition, the negative attitude will be shown when the advertising is presented the irrelevance between the attractive endorser and target product. That is, people under high involvement condition will be more favorable toward the product when the endorser is an average person than the attractive endorser. In additional Chiu’s study in 2008, she had researched the results of the conflict between ELM (Petty& Cacioppo) and Kang and Herr’s theory by providing the central merit information of the target. Under this condition, the high involvement people will consider the attractive endorser with irrelevant source as bias, in consequence the correction will be ignited. Regarding to the doubt and related researches as mentioned above, this current study will focus on the high involvement people and use the argument strength as the mediator to find out in which situation high involvement people willchange their minds, under 3 different conditions; providing absolutely strong, neutral and absolutely weak arguments in the advertisements.Item 訊息調節焦點、目標框架與論點品質對品牌態度之影響(2016) 張軒妤; Chang, Hsuan-Yu行銷手法中常常可以看到以第二人稱(You)的角度來呈現的廣告內容，透過廣告的設計讓消費者模擬自我有關的過去經驗或未來事件，此種引發與自我相關的廣告手法稱之為自我參照廣告。根據本研究搜集實務上的廣告後，發現自我參照廣告經常被運用，但國內有關自我參照的研究與討論卻未受到過多的關注，因此本研究以自我參照廣告為探討，主要目的是瞭解消費者面對「促進焦點訊息」與「預防焦點訊息」的自我參照廣告時，若受到目標框架的操弄而引發正面或負面的預期情緒時，對於訊息處理的方式為何？論點品質的強弱會如何影響對品牌的態度？ 本研究採三因子實驗法的方式進行:訊息調節焦點(促進焦點訊息/預防焦點訊息)×目標框架(正面/負面)×論點品質(強論點/弱論點)，主要衡量應變數為品牌態度。研究結果顯示如下：(1)調節焦點訊息直接地影響品牌態度(2)促進焦點訊息之下，強弱論點之下的品牌態度並不會有所差異(3)預防焦點訊息之下，強論點之下的品牌態度優於弱論點之下的品牌態度。