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題名：所有權對廣告勸服的影響
書刊名：行銷評論
作者：林鴻銘 引用關係／吳毓君
作者(外文)：Lin, Hung-ming／Wu, Yu-chun
出版日期：2010
卷期：7:2
頁次：頁139-159
主題關鍵詞：稟賦效果；所有權；認知失調；認知需求；廣告勸服；Endowment effect；Ownership；Cognitive dissonance；Need for cognition；Advertising persuasion
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:43
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稟賦效果意指人們對於擁有物的價值評價高於他們沒有擁有時。本研究利用稟賦效果的概念，探討所有權對廣告勸服的影響，並瞭解不同認知需求程度的消費者對所有權與其廣告勸服之干擾效果。本研究採用兩個準實驗設計以檢驗所提之假說；實驗一爲單因子實驗設計，其因子爲所有權（擁有vs.未擁有），依變數為廣告勸服，研究結果指出，擁有物品的消費者與未擁有物品的消費者，其廣告勸服程度會有所不同，而擁有者比未擁有者具有較正向的廣告態度與較高的購買意願。實驗二則利用2（所有權：擁有vs.未擁有）×2（認知需求：高vs.低）準實驗設計，依變數爲廣告勸服，研究結果顯示，不同程度認知需求的消費者對於所有權在廣告勸服上存有顯著差異，低認知需求的消費者，擁有者比未擁有者較容易被廣告所勸服，而對於高認知需求的消費者，不論擁有與否，在廣告勸服上並無顯著差異。研究結果在實務上的應用與理論上的貢獻，在研究中也被一併討論。
This study employs the concept of the endowment effect to explore the effect of ownership on the advertising persuasion. In addition, need for cognition (NFC), is applied to examine the moderating effect between ownership and advertising persuasion. An independent experiment design is utilized in Study 1. The independent variable is ownership (owner vs. non-owner) while the dependent variable is advertising persuasion. The results indicate that owners are easier to be persuaded by ads than non-owners. A 2 (Ownership: owner vs. non-owner) × 2 (NFC: high vs. low) quasi-experiment with advertising persuasion as dependent variable is employed in Study 2. The results show, for low NFC consumers, owners are easier to be persuaded by ads than non-owners. But, for high NFC consumers, there is no significant difference between owners and non-owners.
期刊論文
1.Peck, Joann、Shu, Suzanne B.(2009)。The effect of mere touch on perceived ownership。Journal of Consumer Research，36(3)，434-447。  new window
2.Cacioppo, J. T.、Petty, R. E.、Morris, Katherine J.(1983)。Effects of need for cognition on message evaluation, recall, and persuasion。Journal of Personality and Social Psychology，45(4)，805-818。  new window
3.Sen, S.、Johnson, E. J.(1997)。Mere-Possession Effects without Possession in Consumer Choice。Journal of Consumer Research，24(1)，105-117。  new window
4.Batra, Rajeev、Stayman, Douglas M.(1990)。The role of mood in advertising effectiveness。Journal of Consumer Research，17(2)，203-214。  new window
5.Cohen, A. R.、Stotland, E.、Wolfe, D. M.(1955)。An Experimental Investigation of Need for Cognition。Journal of Abnormal and Social Psychology，51，291-294。  new window
6.Haugtvedt, Curtis P.、Petty, Richard E.、Cacioppo, John T.(1992)。Need for Cognition and Advertising: Understanding the Role of Personality Variables in Consumer Behavior。Journal of Consumer Psychology，1(3)，239-260。  new window
7.Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica，47(2)，263-291。  new window
8.Beggan, James K.(1992)。On the Social Nature of Nonsocial Perception: The Mere Ownership Effect。Journal of Personality and Social Psychology，62(2)，229-237。  new window
9.Cacioppo, John T.、Petty, Richard E.、Kao, Chuan Feng(1984)。The Efficient Assessment of Need for Cognition。Journal of Personality Assessment，48(3)，306-307。  new window
10.Cacioppo, John T.、Petty, Richard E.(1982)。The Need for Cognition。Journal of Personality and Social Psychology，42(1)，116-131。  new window
11.Kahneman, Daniel、Knetsch, Jack L.、Thaler, Richard H.(1990)。Experimental Tests of the Endowment Effect and the Coase Theorem。Journal of Political Economy，98(6)，1325-1348。  new window
12.Thaler, Richard H.(1980)。Toward a positive theory of consumer choice。Journal of Economic behavior and Organization，1(1)，39-60。  new window
13.Van Boven, Leaf、Dunning, David、Loewenstein, George(2000)。Egocentric Empathy Gaps Between Owners and Buyers: Misperceptions of the Endowment Effect。Journal of Personality and Social Psychology，79(1)，66-76。  new window
14.Tversky, Amos、Kahneman, Daniel(1981)。The Framing of Decisions and the Psychology of Choice。Science，211(4481)，453-458。  new window
15.Block, Lauren G.、Keller, Punam A.(1995)。When to Accentuate the Negative: The Effects of Perceived Efficacy and Message Framing on Intentions to Perform a Health-Related Behavior。Journal of Marketing Research，32(2)，192-203。  new window
16.Knetsch, Jack L.(1989)。The Endowment Effect and Evidence of Nonreversible Indifference Curves。The American Economic Review，79(5)，1277-1284。  new window
17.Van Dijk, Eric、van Knippenberg, Daan(1998)。Trading Wine: On the Endowment Effect, Loss Aversion, and the Comparability of Consumer Goods。Journal of Economic Psychology，19(4)，485-495。  new window
圖書
1.奚愷元(2006)。別當正常的傻瓜：教你如何明智做決策。台北：久石文化。new window  延伸查詢new window
2.林師模、陳苑欽(2003)。多變量分析：管理上的應用。臺北：雙葉書廊。new window  延伸查詢new window
3.Festinger, Leon(1957)。A Theory of Cognitive Dissonance。Stanford University Press。  new window
其他
1.Bettinghaus, E. P., & Cody, M. J.(1994)。Persuasive Communication，United States：Wadsworth。  new window
2.Knetsch, J. L., & Wong, W.-K.(2009)。The Endowment Effect and the Reference State: Evidence and Manipulations。  new window
3.Carmon, Z., & Ariely, D.(2000)。Focusing on the Forgone: Why Value Can Appear So Different to Buyers and Sellers。  new window
4.Tom, G., Lopez, S., & Demir, K.(2005)。A Comparison of the Effect of Retail Purchase and Direct Marketing on the Endowment Effect。  new window
5.Loewenstein, G., & Issacharoff, S.(2006)。Source Dependence in the Valuation of Objects。  new window
6.Lin, H.-M., Kao, D. T., & Chuang, S.-C.(2007)。Effect of Perceived Benefits on Reluctance to Trade。  new window
7.Aronson, E.(1997)。Back to the Future: Retrospective Review of Leon Festinger’s A Theory of Cognitive Dissonance。  new window
8.Aronson, E.(1989)。The Rationalizing Animal，Chicago：University of Chicago press。  new window
9.Kay, A. C., Jimenez, M. C., Jost, J. T.(2002)。Sour Grapes, Sweet Lemons, and the Anticipatory Rationalization of the Status Quo。  new window
10.Harmon-Jones, E., & Harmon-Jones, C.(2007)。Cognitive Dissonance Theory after 50 Years of Development。  new window
11.Oshikawa, S.(1969)。Can Cognitive Dissonance Theory Explain Consumer Behavior?。  new window
12.徐富珍、張詠涵(200710)。華人認知失調現象之檢驗，台北。  延伸查詢new window
13.Adams, J. S.(1959)。Advice Seeking of Mothers as a Function of Need for Cognition。  new window
14.Lassiter, G. D., Briggs, M. A., & Bowman, R. E.(1991)。Need for Cognition and the Perception of Ongoing Behavior。  new window
15.Stayman, D. M., & Kardes, F. R.(1992)。Spontaneous Inference Processes in Advertising: Effects of Need for Cognition and Self-Monitoring on Inference Generation and Utilization。  new window
 
 
 
 
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