產品來源國聯想與廣告訊息不一致之廣告效果

Abstract

過去廣告訊息的不一致效果被廣泛討論，但鮮少研究將產品來源國視為不一致的訊息基模，究竟來源國聯想與廣告訊息的不一致程度如何影響產品評估？仍有待研究。故本研究聚焦於產品來源國基模，深入探討來源國聯想與廣告訊息（標題/圖片）不一致程度的廣告效果、作用機制及適用情況。實驗結果顯示：不一致程度可顯著影響廣告效果，中度不一致，相較於完全一致、極端不一致，可產生較佳的淨產品相關想法、廣告態度、產品態度，而其態度效果主要是透過消費者的好奇/興趣情緒所中介，另外，消費者的獨斷性、認知需求程度可干擾中度不一致的廣告效果，中度不一致的訊息對於低獨斷性、高認知需求者，可發揮較佳效果。

The effects of advertising message incongruity have been widely discussed, but the conclusions are still varied. Recently, several studies have provided a few insights on how the degree of incongruity between attitudinal objects and their associated schemas affects consumers' message processing and judgment, demonstrating that moderate incongruity is more effective in advertising than extreme congruity and incongruity. However, few incongruity-related studies explore the role and effects of product country-of-origin (COO) information or COO-based schema. Therefore, this paper focuses on COO-based schema and explores how consumers respond to the incongruent information in advertising that is generated by the relationship between COO-based associations and advertising headlines/pictures. The experimental results indicate that the degree of incongruity has a significant impact on advertising effectiveness. Moderate incongruity elicits more favorable product-related thoughts and attitudes from consumers toward advertisements and products than extreme congruity and incongruity. Consumers' curiosity and interest positively mediate the effects of incongruity on their attitudinal responses. Moreover, consumers' individual traits, including dogmatism and need for cognition, moderate the effects of incongruity on advertisements. The implication of these and other findings are discussed.