訊息調節焦點、目標框架與論點品質對品牌態度之影響

Abstract

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。

It’s popular using second person to present the content of advertisement in marketing techniques. Designing of contents that induce consumers to simulate past or futureevents that are relate to themselves. Those advertisements inducing self-related events called self-reference advertising. After collecting and analyzing the advertisements in domestic market, we found self-reference advertising is used frequently. But there is so little attention to self-referencing advertising. Based on this reason, the main study is when consumers receive self-referencing advertising presented promotion-based message or prevention-based message, and manipulate the valance of goal framing (positive or negative), if it will induce different anticipated emotions, how argument quality (strong or weak) affects brand attitude?

The experiment adopts three-factor between-subject factorial experimental design, 2(message regulatory focus: promotion-based message vs. prevention-based message) × 2(goal framing: positive framing vs. negative framing) × 2(argument quality: strong argument vs. weak argument). The main dependent variable is brand attitude. The analysis results revealed the following. (1) Message regulatory focus impact on brand attitude directly. (2) Under promotion-based message, strong argument and weak argument have no difference on brand attitude. (3) Under prevention-based message, strong argument showed better brand attitude than weak one.