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題名：幽默廣告在不同情境下對不同涉入程度產品的說服效果
書刊名：教育與心理研究
作者：唐士祥／陳皎眉
出版日期：1994
卷期：17
頁次：頁425-454
主題關鍵詞：幽默廣告
原始連結：連回原系統網址new window
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　　　　　幽默廣告的效果一直是廣告界爭議的議題，而涉入程度可能是導致幽默廣告有不 同效果的一個重要中介變項。 根據 Petty ＆ Cacioppo （ 1986 ）所提的思考可能性模式 （ elaboration likelihood model；簡稱 ELM ）來看，高低涉入的不同，的確可以使不同 變項對態度改變的影響有不同的效果。 Celsi ＆ Olson （ 1988 ）認為在研究涉入時應考 慮「與個人相關的情境來源」（情境涉入）以及「與個人相關的內在來源」（持久涉入）。 而以往探討幽默廣告說服效果的研究，只針對產品等持久涉入的因素來探討，而忽略了情境 涉入的因素。 所以本研究欲從 ELM 的角度來探討幽默廣告的說服效果，研究幽默訴求是否 在不同的情境對不同的產品會有不同的說服效果。 本研究採三因子的實驗設計。操弄的獨變項為：產品（高 vs. 低持久涉入：電腦 vs. 飲料 ）、廣告的訴求方式（一般廣告 vs. 或幽默廣告）、與情境涉入（高 vs. 低情境涉入：有 vs. 無促銷活動）探討其對認知評估、所形成的廣告態度、所形成的產品態度以及購買意願 等依變項的影響。 研究結果顯示：對於不同的產品，要用不同的廣告訴求方式，才能達到說服效果。以電腦這 種高涉入的產品而言，適用一般廣告；而以奶茶此種低涉入的產品，則是幽默廣告的說服效 果較好。而本研究因為情境涉入的操弄不是非常成功，因此情境涉入對廣告說服效果的影響 還需進一步研究才能確定。
　　　　　The effect of humorous advertisement is still an issue of controversy and level of involvement may be the most important mediating variable. According to "the elaboration likelihood model (ELM)" (Petty & Cacioppo, 1986), many variables influening attitude differ between high and low involvement subjects. Celsi & Olson (1988) suggested that research should consider both "situational sources of personal relevance (SSPR)" and "intrinsic sources of personal relevance (ISPR)" when studying the issue of involvement. Previous research tended to focus mostly on the latter but ignored the former. Therefore, the present study investigate the different persuasive effects of humorous advertisement in different situations. The experiment adopted a 2x2x2 three factorial design. The independent variables were: product (high vs. low involvement products: computer vs. soft drink), advertisement appeal (ordinary vs. humorous advertisement) and situational involvement (high vs. low situation involvement: with or without promotional activity). Results indicated that for high involvement products, such as computers, ordinary, nonhumorous advertisement was more effective. But for low involvement products, such as milk tea, humourous advertisements were more persuasive. The manipulation of situational involvement in this study was not very successful, so the effect of situational involvement is still unclear and needs to be studied further.
期刊論文
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4.Batra, R.、Ray, M. L.(1986)。Affective responses mediating acceptance of advertising。Journal of Consumer Research，13，234-249。  new window
5.Brooker, G.(1981)。A comparison of the persuasive effects of mild humor and mild fear appeals。Journal of Advertising，10(4)，29-40。  new window
6.Burke, M. C.、Edell, J. A.(1989)。The impact of feelings on ad-based affect and cognition。Journal of Marketing Research，26(1)，69-83。  new window
7.Cacioppo, J. T.、Petty, R. E.(1979)。Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive response。Journal of Personality and Social Psychology，37(10)，1915-1926。  new window
8.Cacioppo, J. T.、Petty, R. E.、Chuan, F. K.、Rodriguez, R.(1986)。Central and Peripheral Routes to persuasion: An individual difference perspective。Journal of Personality and Social Psychology，51(5)，1032-1043。  new window
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10.Chattopadhyay, A.、Kunal, B.(1990)。Humor in advertising the moderating role of prior brand evaluation。Journal of Marketing Research，27，466-476。  new window
11.Copeland, M. T.(1923)。The relation of consumers habits to marketing method。Harvard Business Review，1，282-289。  new window
12.Ducan, C. P.、Nelson, J. E.(1985)。Effects of humor in a radio advertising experiment。Journal of Advertising，14(2)，33-40。  new window
13.Edell, J. A.、Burke, M. C.(1987)。The power of feeling in understanding advertising effects。Journal of Consumer Research，14，421-433。  new window
14.Gardner, R. P.(1985)。Mood states and consumer behavior: Critical review。Journal of Consumer Research，12，281-315。  new window
15.Gorn, G. J.(1982)。The effects of music in advertising on choice behavior: A classical conditioning approach。Journal of Marketing，46，94-101。  new window
16.Gresham, L. G.、Shimp, T. A.(1985)。Attitude toward the advertisement and brand attitudes: A classical conditioning perspective。Journal of Advertising，14(1)，10-17。  new window
17.Holbrook, M. B.、Batra, R.(1987)。Assessing the role of emotions as mediators of consumer response to advertising。Journal o f Consumer Research，14，404-419。  new window
18.Homer, P. M.(1990)。The mediating role of attitude toward the ad: Some additional Evidence。Journal of Marketing Research，27，78-86。  new window
19.Johnson, B. T.、Eagly, A. H.(1989)。Effects of involvement on persuasion: A meta-analysis。Psychological Bulletin，106(2)，290-314。  new window
20.Kaplan, R. M.、Pascoe, G. C.(1977)。Humorous lectures and humorous examples: Some effects upon comprehension and retention。Journal of Educational Psychology，69(1)，61-65。  new window
21.Klein, D. M.、Jennings, B.(1982)。Relationship between humor in introductory textbooks and students' evaluations of the texts appeal and effectiveness。Psychological Reports，50，235-241。  new window
22.Lammers, H. B.、Leibowitz, L.、Seymour, G. E.、Hennessey, J. E.(1983)。Humor and cognitive response to advertising stimuli: A trace consolidation approach。Journal of Business Research，11，173-185。  new window
23.Lastovicka, J. L.、Bonfield, E. H.(1982)。Do consumers have brand attitudes?。Journal of Economic Psychology，2，57-75。  new window
24.Maclnnis, D. J.、Moorman, C.、Jaworski, B. J.(1991)。Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads。Journal of Marketing，55，32-53。  new window
25.Madden, T. J.、Weinberger, M. G.(1982)。The effects of humor on attention in magazine advertising。Journal of Advertising，11(3)，8-14。  new window
26.Madden, T. J.、Weinberger, M. G.(1984)。Humor in advertising: A practitioner view。Journal of Advertising，24(4)，23-29。  new window
27.Miniard, Paul W.、Bhatla, Sunil、Rose, Randall L.(1990)。On the formation and relationship of ad and brand attitudes: An experimental and causal analysis。Journal of Marketing Research，27，290-303。  new window
28.Mittal, B.(1990)。The relative roles of brand beliefs and attitude toward the ad as mediators of brand attitude: A second look。Journal of Marketing Research，27，209-219。  new window
29.Nelson, J. E.、Duncan, C. P.、Frontczak, N. T.(1985)。The distraction hypothesis and radio advertising。Journal of Marketing，49，60-71。  new window
30.Park, C. W.、Young, S. M.(1986)。Consumer response to television commercial: The impact of involvement and background music on brand attitude formation。Journal of Marketing Research，23，11-24。  new window
31.Posner, F.(1982)。Point of view: persuasion or DAR?--the wrong question。Journal of advertising research，22(1)，57-58。  new window
32.Ratchford, B. T.(1987)。New insights about the FCB grid。Journal of advertising research，27(4)，24-38。  new window
33.Ross, H. L. Jr.(1982)。Recall versus persuasion: An answer。Journal of Advertising Research，22(1)，13-16。  new window
34.Rule, B. G.、Rehill, D.(1970)。Distraction and self-esteem effects on attitude change。Journal of personality and social psychology，25(4)，359-365。  new window
35.Scott, C.、Klein, D. M.、Bryant, J.(1990)。Consumer response to humor in advertising: A series of field studies using behavioral observation。Journal of consumer research，16(4)，498-501。  new window
36.Sternthal, B.、Craig, C. S.(1973)。Humor in advertising。Journal of Marketing，37，12-18。  new window
37.Stuart, E. W.、Shimp, T. A.、Engle, R. W.(1987)。Classical conditioning of consumer attitudes: Four experiments in an advertising context。Journal of consumer research，14，334-349。  new window
38.Vaughn, R.(1980)。How advertising works: A planning model。Journal of advertising research，20(5)，27-33。  new window
39.Weinberger, M. G.、Campbell, L.(1991)。The use and impact of humor in radio advertising。Journal of advertising research，44-52。  new window
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42.黃俊英、賴文彬(19900500)。涉入的理論發展與實務應用。管理科學學報，7(1)，15-29。  延伸查詢new window
43.Krugman, Herbert E.(1965)。The Impact of Television Advertising: Learning Without Involvement。Public Opinion Quarterly，29(3)，349-356。  new window
44.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
45.Belk, Russell W.(1975)。Situational Variables and Consumer Behavior。Journal of Consumer Research，2(3)，157-164。  new window
46.Zaichkowsky, Judith Lynne(1985)。Measuring the Involvement Construct。Journal of Consumer Research，12(3)，341-352。  new window
47.Petty, Richard E.、Cacioppo, John T.、Goldman, Rachel(1981)。Personal Involvement as a Determinant of Argument-Based Persuasion。Journal of Personality and Social Psychology，41(5)，847-855。  new window
48.Gelb, B. D.、Zinkhan, G. M.(1986)。Humor and advertising effectiveness after repeated exposures to a radio commercial。Journal of Advertising，15(2)，15-34。  new window
49.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
50.Greenwald, Anthony G.、Leavitt, Clark(1984)。Audience Involvement in Advertising: Four Levels。Journal of Consumer Research，11(1)，581-592。  new window
51.Petty, Richard E.、Cacioppo, John T.(1984)。The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion。Journal of Personality and Social Psychology，46(1)，69-81。  new window
52.Kapferer, Jean-Noel、Laurent, Gilles(1985)。Consumer involvement profiles: a new practical approach to consumer involvement。Journal of Advertising Research，25(6)，48-56。  new window
53.Madden, Thomas J.、Allen, Chris T.、Twible, Jacquelyn L.(1988)。Attitude toward the ad: An assessment of diverse measurement indices under different processing “sets”。Journal of Marketing Research，25(3)，242-252。  new window
54.Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research，10(2)，135-146。  new window
55.Celsi, Richard L.、Olson, Jerry C.(1988)。The Role of Involvement in Attention and Comprehension Processed。Journal of Consumer Research，15(2)，210-224。  new window
56.Mitchell, Andrew A.(1986)。The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement。Journal of Consumer Research，13(1)，12-24。  new window
57.Traylor, Mark B.(1981)。Product Involvement and Brand Commitment。Journal of Advertising Research，21(6)，51-56。  new window
會議論文
1.Houston, M. J.、Michael, L. R.(1978)。Conceptual and methodological perspective in involvement。American Marketing Association，184-187。  new window
2.Sutherland, J. C.、Lisa, A. M.(1983)。The effect of humor on advertising credibility and recall of the advertising message。The 1983 convention of the American academy of advertising。Lawrence, Kansas：William Allen White School of Journalism and Mass Communications, University of Kansas。  new window
學位論文
1.徐千田(1987)。青少年消費參與程度之相關研究(碩士論文)。國立政治大學。  延伸查詢new window
2.陳學志(1991)。幽默認知理解的過程(博士論文)。國立台灣大學。  延伸查詢new window
圖書
1.楊中芳(1989)。廣告的心理原理。遠流出版公司。  延伸查詢new window
2.Blattberg, R. C.、Neslin, S. A.(1990)。Sales promotion: Concept, methods, and strategies。Englewood Cliffs, N. J.：Prentice Hall。  new window
3.Cacioppo, J. T.、Petty, R. E.(1986)。Communication and persuasion。NY：Spring-Verlag。  new window
4.McGhee, Paul E.、Goldstein, Jeffrey H.(1983)。Handbook of humor research。Springer-Verlag。  new window
5.Nazareth, J.(1988)。The Psychology of military humor。New Delhi：Lonor。  new window
6.Sherif, M.、Cantril, H.(1947)。The psychology of ego involvement。New York：John Wiley & Sons, Inc.。  new window
7.Wilson, C. P.(1979)。Jokes: Form, Content Use and Function。Academic Press。  new window
圖書論文
1.Petty, Richard E.、Cacioppo, John T.(1986)。The elaboration likelihood model of persuasion。Advances in Experimental Social Psychology。Academic Press。  new window
 
 
 
 
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