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題名：渴望延遲閉合需求對創意廣告效果之影響
書刊名：設計學報
作者：方菁容 引用關係／衛萬里 引用關係／鄧成連 引用關係
作者(外文)：Fang, Ching-jung／Wei, Wan-li／Teng, Cheng-lein
出版日期：2015
卷期：20:1
頁次：頁69-85
主題關鍵詞：渴望延遲閉合需求；認知閉合需求；廣告創意；廣告效果；Need for Cognitive Closure；NFC；Desire Postpone Closure；DPC；Advertising creativity；Product involvement；Advertising effect
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  • 被引用次數被引用次數:期刊(2) 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:3
  • 點閱點閱:32
一則被專家肯定過的創意廣告其訊息內容的表達形式具有獨特的編碼手法，惟對於消費者是否具宣傳影響力，則值得後續研究探討。本研究依據渴望延遲閉合需求（Desire Postpone Closure, DPC）具有資訊處理持久性的特質、產品涉入程度對品牌產生不同關注水準，以及廣告創意是擴散性（divergence）與相關性（relevance）相乘的交互關係（D×R），瞭解三項因子與創意廣告效果對觀者之影響。研究分析以多變量變異數分析（Multivariate Analysis of Variance, MANOVA）探討產品涉入與創意品質調節廣告效果的影響；LISREL結構方程模式（Structural Equation Modeling, SEM）探討品牌知曉與學習廣告主張之中介影響。研究實證結果得知：渴望延遲閉合無法正向影響廣告效果，產品涉入程度調節渴望延遲閉合則對廣告效果產生顯著影響；同時，廣告創意品質調節渴望延遲閉合對廣告效果產生顯著影響、渴望延遲閉合透過品牌知曉對間接廣告效果產生顯著影響，且渴望延遲閉合透過學習廣告主張無法對間接廣告效果產生顯著影響。
Although the content of a message in a creative advertisement with experts' recommendation is expressed by a unique encoding process, its impact toward customers is worthy of further investigation. In this paper, we explored the influence of creative advertisement based on three factors: the permanence characteristics of Desire Postpone Closure (DPC) on information process, different levels of branding learning corresponding to the extent of product involvement, and multiplicative relationship between divergence and relevance in the advertisement (D × R). With the multivariate analysis of variance (MANOVA), we investigated the influence of product Involvement and advertising effect. On the other hand, with the structural equation modeling (SEM) of LISREL, we analyzed the mediation effects within brand awareness and Ad claim learning. This study shows that DPC does not have positive influences on the effect of advertisement, and product involvement would adjust the influence of DPC. Advertising creativity has significant influence toward advertising effect, and DPC has an indirect effect through brand awareness as well. Furthermore, DPC is not influenced by the indirect advertising effect through Ad claim learning.
期刊論文
1.Knox, Simon、Walker, David(2003)。Empirical Developments in the Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets。Journal of Strategic Marketing，11(4)，271-286。  new window
2.Kover, A. J.、Goldenberg, S. M.、James, W. L.(1995)。Creativity vs. effectiveness? An integrative classification for advertising。Journal of Advertising Research，35(6)，29-38。  new window
3.Pieters, R.、Warlop L.、Wedel, M.(2002)。Breaking through the cluster: Benefits of advertisement originality and familiarity for brand attention and memory。Management Science，48(6)，765-781。  new window
4.Smith, R. E.、Yang, X.(2004)。Toward a general theory of creativity in advertising: Examining the role of divergence。Marketing Theory，4(1/2)，29-58。  new window
5.White, A.、Smith, B. L.(2001)。Assessing advertising creativity using the creative product semantic scale。Journal of Advertising Research，41(6)，27-34。  new window
6.Smith, R. E.、MacKenzie, S. B.、Yang, X.、Buchholz, L. M.、Darley, W. K.(2007)。Modeling the determinants and effects of creativity in advertising。Marketing Science，26(6)，819-833。  new window
7.Polonsky, Michael J.、Waller, David S.(1995)。Does winning advertising awards pay?: The Australian experience。Journal of Advertising Research，35(1)，25-36。  new window
8.Chirumbolo, A.、Mannetti, L.、Pierro, A.、Areni, A.、Kruglanski, A. W.(2005)。Motivated closed-mindedness and creativity in small group。Small Group Research，36(1)，59-82。  new window
9.De Dreu, C. K. W.(2007)。Cooperative outcome independence, task reflexivity, and team effectiveness: A motivated information processing perspective。Journal of Applied Psychology，92，628-638。  new window
10.De Dreu, C. K. W.、Koole, S. L.、Oldersma, F. L.(1999)。On the seizing and freezing of negotiator inferences: Need for cognitive closure moderate the use of heuristics in negotiation。Personality and Social Psychology Bulletin，25，348-362。  new window
11.Mayseless, O.、Kruglanski, A. W.(1987)。What makes you so sure? Effect of epistemic motivations on judgmental confidence。Organizational Behavior and Human Decision Processes，39，162-183。  new window
12.Roets, A.、Van Hid, A.、Comeils, L.、Soetens, B.(2008)。Determinates of task performance and invested effort-A need for closure by relative cognitive capacity interaction analysis。Personality and Social Psychology Bulletin，34(1)，779-792。  new window
13.Thompson, E. P.、Roman, R. J.、Moskowitz, G. B.、Chaiken, S.(1994)。Accuracy motivation attenuates covert priming: The systematic reprocessing of social information。Journal of Personality and Social Psychology，66，447-489。  new window
14.Webster, D. M.、Kruglanski, A. W.(1994)。Individual differences in need for cognitive closure。Journal of Personality and Social Psychology，67(6)，1049-1062。  new window
15.方菁容、衛萬里(20130600)。世界自然基金會（WWF）環保公益廣告創意效果與觀者認知差異。設計學報，18(2)，71-91。new window  延伸查詢new window
16.Yang, Xiaojing、Smith, Robert E.(2009)。Beyond attention effects: modeling the persuasive and emotional effects of advertising creativity。Marketing Science，28(5)，935-949。  new window
17.Smith, Robert E.、Chen, Jiemiao、Yang, Xiaojing(2008)。The impact of advertising creativity on the hierarchy of effects。Journal of Advertising，37(4)，47-61。  new window
18.Roets, A.、Van Hiel. A.、Cornelis, I.(2006)。The dimensional structure of the need for cognitive closure scale: Relationship with seizing and freezing processes。Social Cognition，24(1)，22-45。  new window
19.劉雪峰、張志學(2009)。認知閉合需要研究評述。心理科學進展，17(1)，51-55。  延伸查詢new window
20.Gemser, Gerda、Wijnberg, Nachoem M.(2002)。The economic significance of industrial design awards: A conceptual framework。Design Management as a Strategic Asset，2(1)，61-71。  new window
21.Kruglanski, Arie W.、Webster, Donna M.(1996)。Motivated closing of the mind: 'Seizing' and 'Freezing'。Psychological Review，103(2)，263-283。  new window
22.Strong, E. K. Jr.(1925)。Theories of Selling。Journal of Applied Psychology，9(1)，75-86。  new window
23.Till, B. D.、Baack, D. W.(2005)。Recall and persuasion: Does creativity matter?。Journal of Advertising，34(3)，47-57。  new window
24.Van Hid, A.、Mervielde, I.(2003)。The need for closure and the spontaneous use of complex and simple cognitive structures。The Journal of Social Psychology，143(5)，559-568。  new window
25.Cacioppo, John T.、Petty, Richard E.、Kao, Chuan-Feng、Rodriguez, Regina(1986)。Central and Peripheral Routes to Persuasion: An Individual Difference Perspective。Journal of Personality and Social Psychology，51(5)，1032-1043。  new window
26.Krugman, Herbert E.(1965)。The impact of television advertising:Learning without involvement。Public Opinion Quarterly，29(3)，349-356。  new window
27.Mannetti, L.、Pierro, A.、Kruglanski, A.、Taris, T.、Bezinovic, P.(2002)。A Cross-Cultural Study of the Need for Cognitive Closure Scale: Comparing Its Structure in Croatia, Italy, USA and the Netherlands。British Journal of Social Psychology，41(1)，139-156。  new window
28.Cacioppo, John T.、Petty, Richard E.(1982)。The Need for Cognition。Journal of Personality and Social Psychology，42(1)，116-131。  new window
29.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
30.Maclnnis, Deborah J.、Jaworski, Bernard J.(1989)。Information processing from advertisements: Toward an integrative framework。Journal of Marketing，53(4)，1-23。  new window
31.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
32.Warrington, Traci B.、Abgrab, Nadia J.、Caldwell, Helen M.(2000)。Building Trust to Develop Competitive Advantage in E-business Relationships。Competitiveness Review，10(2)，160-168。  new window
33.Greenwald, Anthony G.、Leavitt, Clark(1984)。Audience Involvement in Advertising: Four Levels。Journal of Consumer Research，11(1)，581-592。  new window
會議論文
1.黃瓊億、謝如梅、王詮竤(2012)。創業團隊成員的認知閉合需求、創業警覺性與團隊衝突的關係：一項跨層次分析。中國管理研究國際學會2012年會議。北京：中國管理研究國際學會。  延伸查詢new window
圖書
1.Kruglanski, A. W.(2004)。The psychology of closed mindedness。New York：Psychology Press。  new window
2.Kruglanski, A. W.(1989)。Lay Epistemics and Human Knowledge。New York, NY：Plenum Press。  new window
3.Nunnally, Jum C.、Bernstein, Ira H.(1994)。Psychological theory。MacGraw-Hill。  new window
4.Kelley, T.、Kelley, D.(2013)。Creative Confidence: Unleashing the Creative Potential Within Us All。Crown Business。  new window
5.Bennett, Audrey(2006)。Design Studies: Theory and Research in Graphic Design。Princeton Architectural Press。  new window
其他
1.ROI理論，http://wiki.mbalib.com/zh-tw/ROI， 2014/10/15。  new window
圖書論文
1.Kruglanski, A. W.(1990)。Motivations for judging and knowing: Implications for social attributions。Handbook of motivation and cognition: Foundations of social behavior。New York, NY：Guildford。  new window
2.Hu, L. T.、Bentler, P. M.(1995)。Evaluating model fit。Structural equation modeling: Concepts, issues, and applications。Sage。  new window
 
 
 
 
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