标题: 产品来源国联想与广告讯息不一致之广告效果
The Effects of Incongruity between the Product Country-of-Origin Associations and Advertising Messages
作者: 林正士
練乃华
周轩逸
Cheng-Shih Lin
Nai-Hwa Lien
Hsuan-Yi Chou
Institute of Business and Management
经营管理研究所
关键字: 來源国;基模理論;不一致效果;Country of Origin;Schema Theory;Effects of Incongruity
公开日期: 1-七月-2012
摘要: 过去广告讯息的不一致效果被广泛讨論,但鲜少研究将产品來源国视为不一致的讯息基模,究竟來源国聯想与广告讯息的不一致程度如何影响产品评估?仍有待研究。故本研究聚焦于产品來源国基模,深入探讨來源国聯想与广告讯息(标题/图片)不一致程度的广告效果、作用机制及适用情况。实验结果显示:不一致程度可显着影响广告效果,中度不一致,相较于完全一致、极端不一致,可产生较佳的净产品相关想法、广告态度、产品态度,而其态度效果主要是透过消费者的好奇/兴趣情绪所中介,另外,消费者的独断性、认知需求程度可干扰中度不一致的广告效果,中度不一致的讯息对于低独断性、高认知需求者,可发挥较佳效果。
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.
URI: http://hdl.handle.net/11536/107870
ISSN: 1023-9863
期刊: 管理与系统
Journal of Management and Systems
Volume: 19
Issue: 3
起始页: 409
结束页: 431
显示于类别:Journal of Management and System


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