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題名：幽默廣告類型與訊息正反性對廣告喜好度之影響--以恐懼訴求為干擾變項
書刊名：輔仁管理評論
作者：林耀南 引用關係／曹毓珊／林怡君
作者(外文)：Lin, Yaonan／Tsao, Yu-shan／Lin, Yi-chung
出版日期：2011
卷期：18:3
頁次：頁19-47
主題關鍵詞：幽默廣告；訊息正反性；恐懼訴求；廣告喜好度；Humorous advertising；Message framing；Fear appeals；Advertising preference
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本研究欲探討不同幽默廣告類型與訊息正反性在恐懼訴求干擾下之廣告喜好度。以幽默廣告類型 (認知幽默廣告、情感幽默廣告與社會幽默廣告) 和訊息正反性 (正面訊息與反面訊息) 為自變項，恐懼訴求 (低恐懼與高恐懼)為干擾變項之3*2*2 實驗設計探討其廣告喜好度。以三因子變異數進行分析，有效樣本共180 份，研究結果發現：(1)認知幽默廣告與社會幽默廣告比情感幽默廣告有較佳之廣告喜好度；(2)描述正面之訊息與描述反面之訊息之廣告喜好度相同；(3)低恐懼訴求與高恐懼訴求廣告之廣告喜好度相同；(4)在低恐懼訴求時，認知幽默廣告與社會幽默廣告比情感幽默廣告有較佳之廣告喜好度；但在高恐懼訴求時，幽默廣告類型之廣告喜好度並無差異；(5)在低恐懼訴求時，反面訊息比正面訊息有較佳之廣告喜好度；在高恐懼訴求時，正反面訊息之廣告喜好度並無差異。綜合而言，本研究發現恐懼訴求確實對於幽默廣告類型與訊息正反性呈現方式造成不同之廣告喜好度之差異。在實務貢獻上，本研究建議實務業者宜利用不同恐懼程度搭配幽默與正反性訊息之廣告訴求方式，以達有效的宣傳策略。
This study attempts to assess the impact of three humorous advertising categories (cognitive humor, affective humor, and social humor) and message framing (positively framed messages and negatively framed messages) on advertising preference. Fear appeals (high and low) was used as the moderate variable. The researcher developed several printed ads in different categories of humorous appeals. According to the expert judgments, some representative ads were chosen as materials for the formal study. A total of 180 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some major findings in this study: (1) The ads of cognitive humor and social humor have higher advertising preference than the ads of affective humor; (2) The positively framed messages and negatively framed messages have no differences in advertising preference; (3) High fear appeals and low fear appeals have no differences in advertising preference; (4) Under low fear appeals, the ads of cognitive humor and social humor have higher advertising preference than the ads of affective humor; Under high fear appeals, the ads of cognitive humor, social humor, and affective humor have no differences in advertising preference;(5) Under low fear appeals, The ads with negatively framed messages have higher advertising preference than the ads with positively framed messages; Under high fear appeals, The ads with positively framed messages or negatively framed messages have no differences in advertising preference.
期刊論文
1.Smith, K. H.、Stutts, M. A.(2003)。Effects of short-term cosmetic versus long-term health fear appeals in anti-smoking advertisements on the smoking behaviour of adolescents。Journal of Consumer Behaviour，3(2)，157-177。  new window
2.Keller, P. A.、Block, L. G.(1996)。Increasing the persuasiveness of fear appeals: The effect of arousal and elaboration。Journal of Consumer Research，22(4)，448-459。  new window
3.Lutz, R. J.(1975)。Changing Brand Attitudes through Modification of Cognitive Structure。Journal of Consumer Research，1(4)，49-59。  new window
4.徐達光、陳中蓮、鍾幸樺(20060600)。訴求類型、訊息呈現方式與消費者涉入程度對餐廳平面廣告購買意願之研究。餐旅暨家政學刊，3(2)，269-287。new window  延伸查詢new window
5.Strick, M.、Knippenberg, A. V.、Holland, R. W.、Barren, R. V.(2010)。Humor in the eye tracker: Attention capture and distraction from context cues。The Journal of General Psychology，137(1)，37-48。  new window
6.Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica，47(2)，263-291。  new window
7.Smith, G. E.(1996)。Framing in Advertising and the Moderating Impact of Consumer Education。Journal of Advertising Research，9/10，49-64。  new window
8.Levin, I. P.、Gaeth, G. J.(1988)。How consumers are affected by the framing of attribute information before and after consuming the product。Journal of Consumer Research，15(3)，374-378。  new window
9.Janis, Irving L.、Feshbach, Seymour(1953)。Effects of fear-arousing communications。The Journal of Abnormal and Social Psychology，48(1)，78-92。  new window
10.Ray, M.、Wilkie, W.(1970)。Fear: The Potential of an Appeal Neglected by Marketing。Journal of Marketing，34(1)，54-62。  new window
11.Worth, L. T.、Mackie, D. M.(1987)。Cognitive mediation of positive affect in persuasion。Social Cognition，5，76-94。  new window
12.Levin, Irwin P.(1987)。Associative effects of information framing。Bulletin of the Psychonomic Society，25(2)，85-86。  new window
13.Shiv, Baba、Edell, Julie A.、Payne, John W.(1997)。Factors affecting the impact of negatively and positively framed ad messages。Journal of Consumer Research，24(3)，285-294。  new window
14.Maheswaran, Durairaj、Meyers-Levy, Joan(1990)。The influence of message framing and issue involvement。Journal of Marketing Research，27(3)，361-367。  new window
15.Kellaris, J. J.、Cline, T. W.(2007)。Humor and ad memorability: On the contributions of humor expectancy, relevancy, and need for humor。Psychology & Marketing，24(6)，497-509。  new window
16.Spotts, Harlan E.、Weinberger, Marc G.、Parsons, Amy L.(1997)。Assessing the Use and Impact of Humor on Advertising Effectiveness: a Contingency Approach。Journal of Advertising，26(3)，17-32。  new window
17.Weinberger, Marc G.、Gulas, Charles S.(1992)。The impact of humor in advertising: A review。Journal of Advertising，21(4)，35-59。  new window
18.Ganzach, Yoav、Karsahi, Nili(1995)。Message framing and buying behavior: A field experiment。Journal of Business Research，32(1)，11-17。  new window
19.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
20.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
21.Meyerowitz, Beth E.、Chaiken, Shelly(1987)。The effect of message framing on breast self-examination attitudes, intentions and behaviors。Journal of Personality and Social Psychology，52(3)，500-510。  new window
22.Mischel, Walter(1973)。Toward a Cognitive Social Learning Reconceptualization of Personality。Psychological Review，80(4)，252-283。  new window
23.Zhang, Yong、Buda, Richard(1999)。Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages。Journal of Advertising，28(2)，1-15。  new window
學位論文
1.林清州(1992)。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(碩士論文)。國立政治大學。  延伸查詢new window
2.Speck, P. S.(1987)。On humor and humor in advertising(博士論文)。Texas Tech University，TX。  new window
圖書
1.Morris, William N.、Schnur, P. P.(1989)。Mood: the Frame of Mind。New York, NY：Springer-Verlag。  new window
2.Sutton, S. R.(1982)。Fear-Arousing Communications: A Critical Examination of Theory and Research。Social Psychology and Behavioral Medicine。New York：John Wiley & Sons Ltd.。  new window
其他
1.宋仰鈞(2007)。使用紅利積點意圖、意志力評價與參與紅利積點活動間關係之研究：以訊息正反性為干擾變數。  延伸查詢new window
2.林建煌(199112)。廣告聲譽、廣告訊息正反性對廣告效果之影響。  延伸查詢new window
3.林寶齡(2004)。訊息架構與恐懼訴求廣告互動效果之研究：以全罩式安全帽為例。  延伸查詢new window
4.林耀南， 陳柏佑，林介中(2010)。幽默廣告類型對廣告態度之影響：以比較式廣告與廣告訴求為干擾變項。  延伸查詢new window
5.胡曉惠(2004)。正、負面訊息下產品異質性對消費者態度之影響。  延伸查詢new window
6.梁文傑(1992)。訊息正反性、訊息來源可信度與訊息涉入對廣告效果關係之研究。  延伸查詢new window
7.羅列貞(2004)。與先前知識的一致性、資訊的框架效應對消費者購買意圖之影響。  延伸查詢new window
8.陳佳蓓(1999)。幽默廣告類別與廣告效果。  延伸查詢new window
9.黃士明(1999)。恐懼性廣告訴求對廣告效果影響之研究。  延伸查詢new window
10.楊瑜君(2006)。幽默廣告類型、消費者生活型態對廣告效果之影響。  延伸查詢new window
11.蔡青姿(2006)。恐懼訴求與訊息框架對戒菸意圖之影響。  延伸查詢new window
12.謝恩(2004)。恐懼訴求對廣告效果之影響：訊息正反性與論點強弱之探討。  延伸查詢new window
13.孫秀梅，高寺東，滕興樂(200605)。視聽廣告的恐懼訴求。  延伸查詢new window
14.Appeal, V.(1992)。More on the Liking of Television of Television Commercials。  new window
15.Beard, F. K.(2005)。One Hundred Years of Humor in American Advertising。  new window
16.Bless, H. ; Mackie, D. M. ; Schwarz, N.(1992)。Mood Effects on Attitude Judgments: Independent Effects of Mood before and After Message Elaboration。  new window
17.Catanzaro, S. J.(1990)。Measuring Generalized Expectancies for Negative Mood Regulation: Initial Scale Development and Implications。  new window
18.Eagly, A. H. ; Chaiken, S.(1993)。Orlando, FL: Harcourt Brace Jovanovich。  new window
19.Feingold, A.(1983)。Measuring Humor Ability: Revision and Construct Validation of Humor Perceptiveness Test。  new window
20.Geuens, M. ; Pelsmacker, D. P.(1999)。Affect Intensity Revisited: Individual Differences and the Communication Effects of Emotional Stimuli。  new window
21.Haley, R. I.(1990)。The ARF Copy Research Validity Project: How It Will Add to Future Advertising Decision，New York：Advertising Research Foundation。  new window
22.Haley, R. l. ; Baldinger, A. L.(1991)。The ARF Copy Research Project。  new window
23.Henthorne, T. L. ; LaTour, M. S. ; Nataraajan, R.(1993)。Fear Appeals in Print Advertising: An Analysis of Arousal and Response。  new window
24.Hewgill, M. A. ; Miller, G. R.(1965)。Source Credibility and Response to Fear-Arousing Communication。  new window
25.Hyman, M. R. ; Tansey, R.(1990)。The Ethics of Psychoactive Ads。  new window
26.Janis, I.(1967)。Effects of Fear Arousal on Attitude Change: Recent Developments in Theory and Research。  new window
27.LaTour, M. S. ; Rotfeld, H. J.(1997)。There are Threats and (maybe) Fear-caused Arousal : Theory and Confusions of Appeals to Fear and Fear Arousal itself。  new window
28.Lennon, Ron ; Rentfro, Randall W.(2010)。Are Young Adults’ Fear Appeal Effectiveness Ratings Explained by Fear Arousal, Perceived Threat and Perceived Efficacy?。  new window
29.Levin, I. P. ; Schneider, S. L. ; Gaeth, G. J.(1998)。All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effect。  new window
30.Leventhal, H. ; Singer, R. ; Jones, S.(1965)。Effects of Fear and Specificity of Recommendation Upon Attitudes and Behavior。  new window
31.Leventhal, H. ; Watts, J. C.(1966)。Sources of Resistance to Fear-arousing Communications on Smoking and Lung Cancer。  new window
32.Leventhal, H. ; Niles, P.(1963)。A Field Experiment of Fear-Arousal with Data on the Validity of Questionnaire Measures。  new window
33.Lutz, R. J. ; Mackenzie, S. B. ; Blech, G. E.(1986)。Attitude Toward the Ad as a Mediator of Ad Effectiveness: Determinates and Consequences。  new window
34.Sanbonmatsu, D. M. ; Kardes, F. R.(1988)。The Effects of Physiological Arousal on Information Processing and Persuasion。  new window
35.Schwarz, N. ; Clore, G. L.(1983)。Mood, Misattribution, and Judgments of Well-being: Informative and Directive Functions of Affective States。  new window
36.Speck, P. S.(1991)。The Humorous Message Taxonomy: A Framework for the Study of Humorous Ads，The University of Michigan：The Division of Research Michigan Business School。  new window
37.Staple, J.(199104)。Like and Ad But Does It Interest Me。  new window
38.Weinberger, M. G. ; Campbell, L.(1991)。The Use and Impact of Humor in Radio Advertising。  new window
39.Wright, P.(1977)。Time Horizon Effects on Product Evaluation Strategies。  new window
圖書論文
1.McGuire, W. J.(1968)。Personality and Susceptibility to Social Influence。Handbook of Personality Theory and Research。Chicago, IL：Rand McNally。  new window
 
 
 
 
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