比較對象與訊息框架對比較式廣告效果之影響

Abstract

比較式廣告一向是廠商看重的廣告手法，透過與競爭品牌的比較，來呈現出廣告主產品的優勢，藉以說服消費者。本研究探討比較對象的選擇、數量、表現差距以及所使用之訊息框架對廣告效果的影響，並考量個體調節焦點的干擾。實驗結果發現：（1）額外加入市場平均屬性值作為比較對象、多個比較對象相較單一比較對象，都可提升廣告效果，且若多個比較對象彼此產品表現相近時，亦可增加購買意願；（2）兩比較產品使用之訊息框架可比較性會正向影響產品態度和購買意願；（3）消費者的調節焦點干擾不同比較對象、訊息框架的相對效果。研究結果對於比較式廣告、調節焦點、定錨、訊息框架等領域具有理論貢獻，並可供廠商在設計比較式廣告時如何創造較佳效果之參考。

Comparative advertising is an important promotion tool. In this method, by comparing with competing brands and highlighting the advantages of a particular advertiser's brand, attempts are made to persuade consumers. This study examines how choice of comparative targets, the number of comparative targets, gap in the performances between multiple comparative targets, and message framing affect the effectiveness of comparative advertising. Additionally, the moderating effect of consumer regulatory focus is explored. Experimental results reveal the following: (1) in a comparative advertisement, the simultaneous use of market average value and a competitive brand as comparative targets, compared with the use of only a competitive brand as the comparative target, yields better advertising effectiveness. Multiple comparative targets lead to better advertising effectiveness than a single comparative target. Similar (vs. dissimilar) performances between multiple comparative targets increase purchase intentions. (2) The degree of comparability of message framing used for the advertiser's as well as the competitor's products has a positive impact on both product attitudes and purchase intentions. (3) Consumer regulatory focus moderates the relative effects of the use of different comparative targets and message framing. This research makes theoretical contributions to comparative advertising, regulatory focus theory, anchoring theory, and message framing. It also offers practical suggestions on the design of comparative advertisements to generate better effects.