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題名 廣告訊息正反性.廣告主可信度.訊息涉入與廣告效果之關係
作者 林清州
LIN, QING-ZHOU
貢獻者 張重昭
林清州
LIN, QING-ZHOU
日期 1992
1991
上傳時間 2-May-2016 15:13:10 (UTC+8)
摘要 行銷人員利用廣告將產品訊息呈遞給消費者，因此，瞭解影響廣告效果的因素，便是行銷人員的一項重要工作。本研究欲透過對廣告訊息正反性、廣告主可信度、訊息涉入等三個因素之操弄，以了解其對廣告效果之影響，並做為企業制定廣告政策之參考。
參考文獻 一、中文部分：
1 .杜富漢，「不同廣告訴求方式對不同產品的影響」，政治大學心理研究所未出版碩士論文，民國七十五年六月。
2 .林建煌，「廣告信念、廣告主聲譽、廣告訊息正反性與廣告效果之關係，管理科學學報，第八卷，第二期，民國八十年十二月。
3 .連英傑，「消費者訊息處理動機與能力對廣告效果的影響」，政治大學企業管理研究所未出版碩士論文，民國八十年六月。
4 .黃俊英，行銷研究一管理與技術(第三版)台北：華泰書局，民國七十六年一月。
5 .張東峰、鄭伯壎編譯，西爾格德等著，心理學，桂冠圖書公司，民國七十五年。
6 .樊志育，廣告效果研究，台北：三民書局，民國七十三年三月初版。
7 .薛培亮，「訊息涉入於廣告之應用」，輔仁大學管理學研究所未出版碩士論文，民國七十九年七月。
8 .藍三印、羅文坤著，廣告心理學，台北：天馬出版社，民國六十八年初版。
9 .羅文坤，行銷傳播學，台北：三民書局，民國七十五年十二月初版，162~163。

二、英文部分：
1. Atkinson, R. C. and R.M. Shiffrin, "The Control of Short-Term Memory, "Scientific American, Vol. 224 (1971), 82-90.
2. Anderson, Norman H., Foundations of Information Integration Theory, New York: Academic Press, 1981.
3. Andrews, J. Craig, "Motivation, Ability and opportunity to Process Information: Conceptual and Experimental Manipulation Issues," in Advances in Consumer Research XV, Michael J. Houston, ed., Provo, UT: Association for Consumer Research, 1988, 219-225.
4. Bauer, R. A. "Consumer Behavior as Risk Taking," Risk taking and Information Handling In Consumer Behavior, Graduate School of Business Administration, Harvard University, Boston, 1967, PP.55-7.
5. Belk, Russell W., "An Exploratory Assessment of situational Effect in Buying Behavior", Journal of Marketing Research, Vol.11(May 1974), 156-63.
6. Ebbinghaus, H., Memory, (Trans. by H. A. Ruger and C. E. Bussenins), New York, Teachers College, (1885).
7. Freiden, Jon B., "Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audience." Journal of Advertising Research, Octotober/November 1984, 33-41.
8. Greenwald, Anthony, "Initial Opinion and Response to Persuasion," proposal to the National Science Foundation , 1970.
9. Greenwald, Anthony, "Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change," in Psychological Foundations of Attitudes, eds. Anthony Greenwald, Timothy Brock, and Thomas Ostrom, New York: Academic Press, 1986, 147-70.
10. Gotlieb, J. B. and J. E. Swan, "An Application of Elaboration Likeihood Model," Journal of Academy of Marketing Science, Vol. 18 (Summer 1990), 221-28.
11. Godberg, Marvin E., and Jon Hartwick, "The Effect of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness", Journal of Consumer Research, Vol.17(September 1990), 172-9.
12. Johnson, Homer H. and John A. Scileppi, "Effects of Ego-Involvement Conditions on Attitude Change to High and Low Credibility Communicators," Journal of Personality and Socialpsychology, Vol.13:1(1969), 31-5.
13. Krugman, H. E., "The Impact of Television Advertising: ,Learning without Involvement", Public Opinion Quarterly, Vol.29(Fall 1965), 349-56.
14. Kelly, Harold H., "Attribution Theory in Social Psychology," in Nebraska Symposium on Motivation, David Levine, ed., Lincoln, NE: University of Nebraska Press. 1967.
15. Kelly, Harold H., "Attributions in Social Interaction," in Attribution: Perceiving the causes of Behavior, E.E. Jones, D.E. Kanouse, H.H. Kelly, R.E. Nisbett, S. Valins, and B. Weiner, eds., Norristown, NJ: General Learning Press, 1972.
16. Kahneman, D. and A. Tversky, "Prospect Theory: An Analysis of Decision Under Risk." Econometrica Vol.47 (1979), 263-91.
17. Kahneman, D. and A. Tversky, "The Psychology of Preferences," Scientific American, Vol. 246 (1982) , 162-70.
18. Korgaonkar, P. K. and P. M. George, "An? Experimental study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising, Vol.11 (Fall 1982),32-44.
19. Korgaonkar, Pradeep K. and George P. Moschis, "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performanceand Consumer Judgement of Product Performance," Journal of Advertising, Vol.11:3(1982), 32-44.
20. Lavidge, Robert and Gary Steiner, "A Model for Predictive Measurements of Advertising Effectiveness ," Journal of Marketing, Vol. 25 (October 1961), 59-62.
21. L.a.storicka, John L. and David M. Gardner, "Components of Involvement", in Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, Chicago: American--Marketing . Association, 1979, 53-73.
22. Lutz, Richard J., Scott B. MAcKenz ie, and George E. Belch, "Attitude Toward-the Ad as a Mediator of Advertising Efectiveness: Determinants and Consequeces," in Advance in Consumer Research, Vol.10, R.P.Bagozzi and A.M. Tybout, eds. Ann Arbor, MI: Association for Consumer Research, 1983, 532-9.
23. L.a.utman, Martin R. and Larry Percy, "Cognitive and Affective Responses in Attribute Based Versus End-Benefit Oriented Advertising," In Advances in Consumer Research, 11, T.C. Kinnear ed., Provo, UT: Association for Consumer Research, 1984, 11-17.
24. Lutz, Richard J., "Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Framework," in Psychological Processes and Advertising Effects, eds. Linda F. Alwitt and Andrew A. Mitchell, Hillsdale, NJ: Erlbaurn, 1985, 45-63.
25. Levin, Irwin P. & Richard D. Johnson & Craig P. Russo
and Patvicia J. Deldir, "Framing Effects in Jadgement Tasks with Varying Amounts of Infornation", Organizational Behaviov and Human Decision Process, Vol.36(1985), 362-77.
26. Lynne, Judith Zaickowsky, "Measuring the Involvement Construct", Journal of Consumer Research, Vol. 12(Dec1985), 341-52.
27. Levin, Irwan P. and Gary J. Gaeth, "Framing of Attribute Information Befor and After consuming the Product," Journal of Consumer Research", Vol. 15 (1988),374-8.
28. Laurent, Gilles and Jean-Noel Kapferer, "Measuring Consumer Involvement Profile," Journal of Marketing Research, Vol.22(February) , 41-53.
29. Myers, John H., and William H. Reynolds, Consumer Behavior and Marketing Management, Boston: Houghton-Mifflin, 1967.
30. Mayerowitz, Beth E. and Shelly Chaiden, "The Effect of Message Framing on Breast Self-Examination Attitudes, Intentions, and Behavior, "Journal of Personality and Social Psychology, Vol.52(1987) , 500-10.
31. Maheswaran, Duraivoj and Joan Mayers-Levy, "The Influence of Message Framing and Lssue In Volvement", Journal of Marketing Research, Vol.27(1990), 361-7
33. Ohanian, R., "Construction and Validation of a Scale to Measure Celebrity Endorsers` Perceived Expertise, Trustworthiness, and Attractiveness," Journal of Advertising Vol.19:3(1990), 39-52.
34. Petty, R. E. and J. T. cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm.C. Brown, 1981.
35. Petty, Richard E. and John T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, Iowa: WID. C. Brown Co., 1981.
36. Petty, Richard E. and John T. cacioppo and David Schumann, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Vol.10(September 1983) ,135-46.
37. Park, C. Whan and B. Mittal, "A Theory of Involvement in Consumer Behavior: Problems and Issues, "Research in Consumer Behavior, J. N. Sheth ed, Greenwich, Consumer Behavior, J. N. Sheth ed.,pp.220-3., Connecricut: Jai Press, Inc., 1985.
38. Petty, Richard E. and John T. Cacioppo, Communication and Persuasion: Central and peripheral Routes to Attitude Change, Ny: Springer-Verlag, 1986.
39. Rhine, Roman J. and Laurence J. Sverance, "EgoInvolvement, Discrepancy, Source credibility, and Attitude Change," Journal of Personality and Social Psychology, Vol.16:2(1970), 175-90.
40. Ray, M. L., Marketing Communication and the Hierarchy-of-Effects, Cambrige, Mass: Markering Science Institute, 1973.
41. Ramond, C., Advertising Research: The State of Art. Ny: Association of National Advertisers, Inc., 1976, P.15.
42. Settle, Robert B., and Linda L. Golden, "Attribution Theory and Advertiser credibility", Journal of Marketing Research, Vol.6(May 1974), 181-5.
43. Sternthal, Brian & RuBy Dholakia, and Clark Leavitt, "The Persuasive Effect of Source credibility: Tests of cognitive Response", Journal of Consumer Research, Vol.4 (March 1978), 252-60.
44. Scultz, D. E. & D. Martin and W. P. Brown, Strategic Advertising Campaigns, Chicago: crain Boods, Division of crain Communication, Inc., 1984.
45. Slama, Mark E. and Arrnen Tashchian, "Selected Socioeconomic and Demographic Characteristic Associated with Purchasing Involvement", Journal of Marketing, (Winter 1985), 72-82.
46. Shiffman, Leon G. and Leslie Lazar and Kaunk, Consumer Behavior, Prentice Hall,1987.
47. Tversky, A. and D.Kahneman," The Framing of Decisions and The Psychology of Choice." Science (Washingion, D. C.)Vol.211(1981), 453-58.
48. Zaichkowsky, Judith Lynn, "Measuring the In Volvement Construct," Journal of Consumer Research, Vol.12 (December 1985), 341-52.
描述 碩士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004472
資料類型 thesis
dc.contributor.advisor 張重昭zh_TW
dc.contributor.author (Authors) 林清州zh_TW
dc.contributor.author (Authors) LIN, QING-ZHOUen_US
dc.creator (作者) 林清州zh_TW
dc.creator (作者) LIN, QING-ZHOUen_US
dc.date (日期) 1992en_US
dc.date (日期) 1991en_US
dc.date.accessioned 2-May-2016 15:13:10 (UTC+8)-
dc.date.available 2-May-2016 15:13:10 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 15:13:10 (UTC+8)-
dc.identifier (Other Identifiers) B2002004472en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89131-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description.abstract (摘要) 行銷人員利用廣告將產品訊息呈遞給消費者，因此，瞭解影響廣告效果的因素，便是行銷人員的一項重要工作。本研究欲透過對廣告訊息正反性、廣告主可信度、訊息涉入等三個因素之操弄，以了解其對廣告效果之影響，並做為企業制定廣告政策之參考。zh_TW
dc.description.tableofcontents 圖次......................... Ⅲ
表次......................... Ⅳ
第一章 結論......................... 1
第一節 研究動機與問題.........................1
第二節 研究目的......................... 2
第三節 本研究和過去研究不同之處......................... 2
第二章 文獻探討......................... 4
第一節 廣告的溝通效果......................... 4
第二節 廣告訊息正反性之相關研究.........................12
第三節 廣告主可信度與廣告效果......................... 17
第四節 訊息涉入與廣告效果.........................19
第三章 研究方法......................... 37
第一節 觀念架構......................... 37
第二節 變數之操作性定義、衡量與操弄檢驗......................... 38
第三節 研究假設.........................40
第四節 研究設計.........................41
第五節 資料收集......................... 44
第四章 研究結果......................... 48
第一節 自變數的操弄檢驗.........................48
第二節 訊息記憶......................... 51
第三節 對廣告的態度......................... 53
第四節 對廣告主張的態度......................... 57
第五節 研究結果彙總......................... . 60
第五章 結論與建議.........................62
第一節 實證結果與討論.........................62
第二節 行銷實務上的涵義.........................66
第三節 研究限制與未來研究建議......................... 67
參考文獻.........................70
附錄
一、實驗廣告......................... 79
二、實驗問卷......................... 96		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004472en_US
dc.title (題名) 廣告訊息正反性.廣告主可信度.訊息涉入與廣告效果之關係zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分：
1 .杜富漢，「不同廣告訴求方式對不同產品的影響」，政治大學心理研究所未出版碩士論文，民國七十五年六月。
2 .林建煌，「廣告信念、廣告主聲譽、廣告訊息正反性與廣告效果之關係，管理科學學報，第八卷，第二期，民國八十年十二月。
3 .連英傑，「消費者訊息處理動機與能力對廣告效果的影響」，政治大學企業管理研究所未出版碩士論文，民國八十年六月。
4 .黃俊英，行銷研究一管理與技術(第三版)台北：華泰書局，民國七十六年一月。
5 .張東峰、鄭伯壎編譯，西爾格德等著，心理學，桂冠圖書公司，民國七十五年。
6 .樊志育，廣告效果研究，台北：三民書局，民國七十三年三月初版。
7 .薛培亮，「訊息涉入於廣告之應用」，輔仁大學管理學研究所未出版碩士論文，民國七十九年七月。
8 .藍三印、羅文坤著，廣告心理學，台北：天馬出版社，民國六十八年初版。
9 .羅文坤，行銷傳播學，台北：三民書局，民國七十五年十二月初版，162~163。

二、英文部分：
1. Atkinson, R. C. and R.M. Shiffrin, "The Control of Short-Term Memory, "Scientific American, Vol. 224 (1971), 82-90.
2. Anderson, Norman H., Foundations of Information Integration Theory, New York: Academic Press, 1981.
3. Andrews, J. Craig, "Motivation, Ability and opportunity to Process Information: Conceptual and Experimental Manipulation Issues," in Advances in Consumer Research XV, Michael J. Houston, ed., Provo, UT: Association for Consumer Research, 1988, 219-225.
4. Bauer, R. A. "Consumer Behavior as Risk Taking," Risk taking and Information Handling In Consumer Behavior, Graduate School of Business Administration, Harvard University, Boston, 1967, PP.55-7.
5. Belk, Russell W., "An Exploratory Assessment of situational Effect in Buying Behavior", Journal of Marketing Research, Vol.11(May 1974), 156-63.
6. Ebbinghaus, H., Memory, (Trans. by H. A. Ruger and C. E. Bussenins), New York, Teachers College, (1885).
7. Freiden, Jon B., "Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audience." Journal of Advertising Research, Octotober/November 1984, 33-41.
8. Greenwald, Anthony, "Initial Opinion and Response to Persuasion," proposal to the National Science Foundation , 1970.
9. Greenwald, Anthony, "Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change," in Psychological Foundations of Attitudes, eds. Anthony Greenwald, Timothy Brock, and Thomas Ostrom, New York: Academic Press, 1986, 147-70.
10. Gotlieb, J. B. and J. E. Swan, "An Application of Elaboration Likeihood Model," Journal of Academy of Marketing Science, Vol. 18 (Summer 1990), 221-28.
11. Godberg, Marvin E., and Jon Hartwick, "The Effect of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness", Journal of Consumer Research, Vol.17(September 1990), 172-9.
12. Johnson, Homer H. and John A. Scileppi, "Effects of Ego-Involvement Conditions on Attitude Change to High and Low Credibility Communicators," Journal of Personality and Socialpsychology, Vol.13:1(1969), 31-5.
13. Krugman, H. E., "The Impact of Television Advertising: ,Learning without Involvement", Public Opinion Quarterly, Vol.29(Fall 1965), 349-56.
14. Kelly, Harold H., "Attribution Theory in Social Psychology," in Nebraska Symposium on Motivation, David Levine, ed., Lincoln, NE: University of Nebraska Press. 1967.
15. Kelly, Harold H., "Attributions in Social Interaction," in Attribution: Perceiving the causes of Behavior, E.E. Jones, D.E. Kanouse, H.H. Kelly, R.E. Nisbett, S. Valins, and B. Weiner, eds., Norristown, NJ: General Learning Press, 1972.
16. Kahneman, D. and A. Tversky, "Prospect Theory: An Analysis of Decision Under Risk." Econometrica Vol.47 (1979), 263-91.
17. Kahneman, D. and A. Tversky, "The Psychology of Preferences," Scientific American, Vol. 246 (1982) , 162-70.
18. Korgaonkar, P. K. and P. M. George, "An? Experimental study of Cognitive Dissonance, Product Involvement, Expectations, Performance and Consumer Judgement of Product Performance", Journal of Advertising, Vol.11 (Fall 1982),32-44.
19. Korgaonkar, Pradeep K. and George P. Moschis, "An Experimental Study of Cognitive Dissonance, Product Involvement, Expectations, Performanceand Consumer Judgement of Product Performance," Journal of Advertising, Vol.11:3(1982), 32-44.
20. Lavidge, Robert and Gary Steiner, "A Model for Predictive Measurements of Advertising Effectiveness ," Journal of Marketing, Vol. 25 (October 1961), 59-62.
21. L.a.storicka, John L. and David M. Gardner, "Components of Involvement", in Attitude Research Plays for High Stakes, John C. Maloney and Bernard Silverman, Chicago: American--Marketing . Association, 1979, 53-73.
22. Lutz, Richard J., Scott B. MAcKenz ie, and George E. Belch, "Attitude Toward-the Ad as a Mediator of Advertising Efectiveness: Determinants and Consequeces," in Advance in Consumer Research, Vol.10, R.P.Bagozzi and A.M. Tybout, eds. Ann Arbor, MI: Association for Consumer Research, 1983, 532-9.
23. L.a.utman, Martin R. and Larry Percy, "Cognitive and Affective Responses in Attribute Based Versus End-Benefit Oriented Advertising," In Advances in Consumer Research, 11, T.C. Kinnear ed., Provo, UT: Association for Consumer Research, 1984, 11-17.
24. Lutz, Richard J., "Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Framework," in Psychological Processes and Advertising Effects, eds. Linda F. Alwitt and Andrew A. Mitchell, Hillsdale, NJ: Erlbaurn, 1985, 45-63.
25. Levin, Irwin P. & Richard D. Johnson & Craig P. Russo
and Patvicia J. Deldir, "Framing Effects in Jadgement Tasks with Varying Amounts of Infornation", Organizational Behaviov and Human Decision Process, Vol.36(1985), 362-77.
26. Lynne, Judith Zaickowsky, "Measuring the Involvement Construct", Journal of Consumer Research, Vol. 12(Dec1985), 341-52.
27. Levin, Irwan P. and Gary J. Gaeth, "Framing of Attribute Information Befor and After consuming the Product," Journal of Consumer Research", Vol. 15 (1988),374-8.
28. Laurent, Gilles and Jean-Noel Kapferer, "Measuring Consumer Involvement Profile," Journal of Marketing Research, Vol.22(February) , 41-53.
29. Myers, John H., and William H. Reynolds, Consumer Behavior and Marketing Management, Boston: Houghton-Mifflin, 1967.
30. Mayerowitz, Beth E. and Shelly Chaiden, "The Effect of Message Framing on Breast Self-Examination Attitudes, Intentions, and Behavior, "Journal of Personality and Social Psychology, Vol.52(1987) , 500-10.
31. Maheswaran, Duraivoj and Joan Mayers-Levy, "The Influence of Message Framing and Lssue In Volvement", Journal of Marketing Research, Vol.27(1990), 361-7
33. Ohanian, R., "Construction and Validation of a Scale to Measure Celebrity Endorsers` Perceived Expertise, Trustworthiness, and Attractiveness," Journal of Advertising Vol.19:3(1990), 39-52.
34. Petty, R. E. and J. T. cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm.C. Brown, 1981.
35. Petty, Richard E. and John T. Cacioppo, Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, Iowa: WID. C. Brown Co., 1981.
36. Petty, Richard E. and John T. cacioppo and David Schumann, "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Vol.10(September 1983) ,135-46.
37. Park, C. Whan and B. Mittal, "A Theory of Involvement in Consumer Behavior: Problems and Issues, "Research in Consumer Behavior, J. N. Sheth ed, Greenwich, Consumer Behavior, J. N. Sheth ed.,pp.220-3., Connecricut: Jai Press, Inc., 1985.
38. Petty, Richard E. and John T. Cacioppo, Communication and Persuasion: Central and peripheral Routes to Attitude Change, Ny: Springer-Verlag, 1986.
39. Rhine, Roman J. and Laurence J. Sverance, "EgoInvolvement, Discrepancy, Source credibility, and Attitude Change," Journal of Personality and Social Psychology, Vol.16:2(1970), 175-90.
40. Ray, M. L., Marketing Communication and the Hierarchy-of-Effects, Cambrige, Mass: Markering Science Institute, 1973.
41. Ramond, C., Advertising Research: The State of Art. Ny: Association of National Advertisers, Inc., 1976, P.15.
42. Settle, Robert B., and Linda L. Golden, "Attribution Theory and Advertiser credibility", Journal of Marketing Research, Vol.6(May 1974), 181-5.
43. Sternthal, Brian & RuBy Dholakia, and Clark Leavitt, "The Persuasive Effect of Source credibility: Tests of cognitive Response", Journal of Consumer Research, Vol.4 (March 1978), 252-60.
44. Scultz, D. E. & D. Martin and W. P. Brown, Strategic Advertising Campaigns, Chicago: crain Boods, Division of crain Communication, Inc., 1984.
45. Slama, Mark E. and Arrnen Tashchian, "Selected Socioeconomic and Demographic Characteristic Associated with Purchasing Involvement", Journal of Marketing, (Winter 1985), 72-82.
46. Shiffman, Leon G. and Leslie Lazar and Kaunk, Consumer Behavior, Prentice Hall,1987.
47. Tversky, A. and D.Kahneman," The Framing of Decisions and The Psychology of Choice." Science (Washingion, D. C.)Vol.211(1981), 453-58.
48. Zaichkowsky, Judith Lynn, "Measuring the In Volvement Construct," Journal of Consumer Research, Vol.12 (December 1985), 341-52.		zh_TW