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De, Villiers Elizabeth Nicolette. "The effect of the level of fear appeal on attitude towards advertising and behavioural intention." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/21609.
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Thesis (MComm)--Stellenbosch University, 2008.ENGLISH ABSTRACT: Fear appeals are commonly used in the advertising of social issues, such as drunken driving. In general, researchers believe that there is a positive relationship between fear and persuasion (to adapt misbehaviour). However, there are disputes amongst fear appeal researchers about the level of fear appeal to be used. Fear appeals, like other advertising appeals employed in advertising, is dependant on the traits of the target audience. The effect of fear appeals differ for different target audiences as different people fear different matters. This study tests one of the contemporary models on the working of fear appeals, namely activation theory. Young adults are the target audience of social marketing in South Africa for anti-alcohol abuse issues, such as drunken driving. The effect of fear appeals on the target audience has never been empirically investigated in South Africa although social marketers often employ fear appeals to bring about a change in behaviour. The responses of a sample of young adults in South Africa were tested by means of a quasi-experimental design based on Thayer’s activation deactivation checklist as implemented by previous fear appeal researchers. Three television advertisements that depict three levels of fear appeal (low, medium and high) were presented to three sample groups. Significant differences in the responses of the level of fear appeal were observed after statistical analyses in terms of tension arousal, energy arousal, attitude towards the advertisement and intention to engage in drunken driving. A difference in how genders react to fear appeals was also found.
AFRIKAANSE OPSOMMING: Die gebruik van vreesaanslae in die advertering van sosiale kwessies soos dronkbestuur is algemeen. Alhoewel navorsers glo dat ’n positiewe verhouding bestaan tussen vrees en oorreding (van ’n persoon om sy gedrag aan te pas), heers daar verskille oor die sterkte van die vreesaanslag wat gebruik moet word. Daar is bevind dat vreesaanslae, net soos ander aanslae wat deur die advertensiewese gebruik word, afhanklik is van die teikengehoor. Vreesaanslae se effek verskil, aangesien verskillende mense en gehore verskillende sake vrees. Hierdie studie toets een van die kontemporêre modelle van die werking van vreesaanslae. Jong volwassenes is die teikengehoor in die sosiale bemarking van anti-alkoholmisbruik kwessies soos dronkbestuur. Alhoewel sosiale bemarkers dikwels vrees aanwend om hierdie teiken gehoor se gedrag te verander, is dit nog nooit empiries in Suid-Afrika getoets nie. Die reaksies van ’n steekproef uit dié teikengehoor is getoets deur ‘n kwasieksperimentele ontwerp geskoei op Thayer se “aktivering deaktivering” kontrolelys, soos geïmplementeer deur vorige navorsing in vreesaanslae. Drie televisie advertensies wat drie vlakke van vrees (laag, medium en hoog) verteenwoordig is, aan drie eksperimentele steekproefgroepe getoon. Betekenisvolle verskille in die reaksie van die drie groepe is waargeneem ná statistiese ontledings. ’n Verskil in hoe geslagte reageer op vreesaanslae, is ook bevind.
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Thomas, Lindsey Anne. "Sexual coercion proclivity : effect on appeal of sexual aggression and behaviour in response to environmental cues." Thesis, University of British Columbia, 2009. http://hdl.handle.net/2429/12262.
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The present research endeavors to predict prospectively sexually aggressive behaviours among heterosexual university males, while manipulating attitudes and emotions conducive to such behaviour. In both studies described below, questionnaires were used to assess risk for sexual aggression. For the first study (n = 65), participants were assigned to conditions: (1) insult/non-sexually coercive fantasy material; (2) no insult/sexually coercive fantasy material; and, (3) insult/sexually coercive fantasy material. Those deemed high risk for sexual coercion were more easily frustrated than the low group, especially when exposed to Condition 3. Changes in negative affect predicted likelihood of engaging in sexual aggression for the low but not the high risk group and anticipated enjoyment of sexual coercion in the high but not the low group. Controlling for degree of acculturation eliminated any differences between Chinese and Caucasian males. The results suggest that the appeal of sexually aggressive thoughts/fantasies is largely influenced by emotional reactivity in response to environmental stimuli. In the second study (n = 142), participants were assigned to conditions involving either an innocuous or a sexually aggressive cognitive priming task. Regardless of condition, high risk males were more likely to engage in sexual aggression in the laboratory than those deemed low risk. When the effects of discomfort were controlled, a significant interaction between risk and condition on sexual aggression was observed. While engaging in significantly less sexual aggression than the high group when assigned to the innocuous cognitive priming task, the low risk group assigned to the sexually aggressive cognitive priming task was indistinguishable from the high group. Chinese men were significantly more likely than Caucasian men to be deemed high risk and yet, this did not result in differential rates of sexual aggression in the laboratory. Discomfort in response to the sexually aggressive cognitive priming task did, however, result in Chinese men engaging in more sexual aggression than those assigned to the innocuous task. These findings suggest that even those not previously inclined towards sexual aggression can do so under opportunistic circumstances, following an increase in discomfort associated with exposure to and involvement with sexually coercive material.
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Spratt, Ashley Price. "Green with emotion the effect of negative emotional appeal intensity on cognitive processing of environmental PSAs /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5680.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Vita. Includes bibliographical references.
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Lestrade, Éric. "Les principes directeurs du procès dans la jurisprudence du Conseil Constitutionnel." Thesis, Bordeaux 4, 2013. http://www.theses.fr/2013BOR40033/document.
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Malgré le peu de fondements écrits consacrés à la justice dans le texte de la Constitution du 4 octobre 1958, le Conseil constitutionnel, en réalisant un travail d’actualisation à partir de la Déclaration des droits de l’homme et du citoyen, a permis l’émergence d’un droit constitutionnel processuel, construit autour de principes directeurs. Ceux-ci peuvent être répartis dans trois catégories : deux principales, selon que l’acteur du procès prioritairement concerné soit le juge ou les parties et une troisième, complémentaire, celle des garanties procédurales, permettant de favoriser les qualités essentielles du juge et de contrôler le respect des droits des parties. Une gradation des exigences du Conseil constitutionnel est discrètement perceptible entre les deux premières catégories de principes, plus facilement identifiable entre celles-ci et la dernière famille. Cette échelle décroissante de « densité » des principes directeurs du procès témoigne d’une véritable politique jurisprudentielle en matière de droit constitutionnel processuel, qui met l’accent sur l’accès au juge, doté des qualités indispensables à l’accomplissement de sa mission juridictionnelle. Toutefois, aussi satisfaisante que soit l’action du juge constitutionnel français à l’égard du droit du procès, celle-ci nécessiterait aujourd’hui le relais du constituant, afin de moderniser le statut constitutionnel de la justiceIn spite of a relatively low number of written dispositions dedicated to justice inside of the body of the Constitution of October 1958 4th, the constitutional Council, while updating this text through the Declaration of Human Rights, contributed to the development of a procedural constitutional law, which is structured around guiding principles. Those principles can be classified within three different categories : two major categories depend on the trial actor that is primarily concerned, either the judge or the parties; a third and additional category pertaining to procedural protections, fosters the essential qualities of the judge and secure the protection of the parties’ rights. A gradation of the requirements of the constitutional Council is discreetly perceptible between the first two categories of principles, and more easily identifiable between those first two categories and the last one. This decreasing scale of “density” yoked to the trial guiding principles highlights a genuine judicial policy when it comes to procedural constitutional law, emphasizing access to the judge, whom is given essential qualities in order to achieve its judicial duty. However, the action of the French constitutional judge, as satisfactory as it is towards the rights of the trial, would easily support the intervention of the constituent power in order to update Justice’s constitutional status
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Ceder, Josefin. "Anticipatory and Reactive Guilt Appeals : Their Influence on Consumer Attitudes and the Moderating Effect of Inferences of Manipulative Intent." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64846.
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Guilt appeals are used to try to influence consumer behavior, with literature defining three kinds – existential, anticipatory, and reactive guilt. Anticipatory and reactive guilt appeals have never been individually studied. The purpose of this study is hence to explain the relationship between anticipatory guilt and reactive guilt, respectively, inferences of manipulative intent, and consumers’ attitude toward a brand. To test this, an online questionnaire was used, followed by linear regression and moderation analyses. The results show a positive relationship between both anticipatory guilt and attitude and between reactive guilt and attitude. Inferences of manipulative intent do not moderate either relationship. Keywords Guilt appeal, anticipatory guilt, reactive guilt, inferences of manipulative intent, consumer brand attitudes
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Yoon, Kisung. "Religious Media Use And Audience's Knowledge, Attitude, And Behavior: The Roles Of Faith Motivation, Program Appeals, And Dual Information Processing." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1300737134.
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Lei, Maxime. "Le principe de l'absence d'effet suspensif des recours contentieux en droit administratif." Thesis, Toulon, 2018. http://www.theses.fr/2018TOUL0119/document.
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Dans le cadre de la procédure administrative contentieuse, les recours ne sont pas pourvus d’un effet suspensif. Par conséquent, les autorités administratives ont la possibilité d’exécuter les décisions contestées jusqu’à la décision juridictionnelle. Cette situation, constitutive d’un principe, est le produit d’une philosophie contentieuse marquée par un déséquilibre à l’avantage de l’administration. Le principe de l’absence d’effet suspensif en est une des formes d’expression les plus directes tant il est susceptible de grever la protection des droits des requérants. Son étude permet indirectement de questionner la pertinence contemporaine des fondements idéologiques du droit et du contentieux administratif. Sa déconstruction fait apparaitre son caractère désuet au regard des évolutions en cours. Celles-ci, qu’elles soient propres au phénomène juridique ou qu’elles le dépassent, servent à déterminer les caractéristiques attendues des recours contentieux. La recherche d’une solution équilibrée, à mi-chemin entre efficacité administrative et protection des requérants, devient un impératif. Celui-ci sera atteint à partir d’une reconstruction de cet aspect épineux de la procédure administrative contentieuse en s’appuyant sur une analyse matérielle de la situation litigieuseIn contentious administrative disputes, appeal actions do not trigger any suspensive effect on the case. As a consequence, the administrative authorities can enforce the appealed decisions until the court gives its final decision. This position constitutes a principle and is due to a highly unbalanced dispute philosophy, as it tends to be favourable to the administration. The non-suspensive effect principle is one of the most direct expressions of this phenomenon as it is most likely to encumber the protection of the plaintiff rights. Studying this principle allows to question the relevance, nowadays, of the ideological basis on which law and administrative disputes are built. A deconstructive analysis shows that, due to several evolutions, this principle seems to be “outdated”. These developments, whether they are part of the legal dimension or part of something bigger, help shaping the expected features of the dispute actions. Finding a balanced solution, between administrative effectiveness and protection of plaintiffs, has become an essential requirement. And this may be reached through rebuilding this rather thorny aspect of the administrative proceedings from a legal analysis of the position in controversy
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Kardimis, Théofanis. "La chambre criminelle de la Cour de cassation face à l’article 6 de la Convention européenne des droits de l’homme : étude juridictionnelle comparée (France-Grèce)." Thesis, Lyon, 2017. http://www.theses.fr/2017LYSE3004.
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La première partie de l’étude est consacrée à l’invocation, intra et extra muros, du droit à un procès équitable. Sont analysés ainsi, dans un premier temps, l’applicabilité directe de l’article 6 et la subsidiarité de la Convention par rapport au droit national et de la Cour Européenne des Droits de l’Homme par rapport aux juridictions nationales. Le droit à un procès équitable étant un droit jurisprudentiel, l’étude se focalise, dans un second temps, sur l’invocabilité des arrêts de la Cour Européenne et plus précisément sur l’invocabilité directe de l’arrêt qui constate une violation du droit à un procès équitable dans une affaire mettant en cause l’Etat et l’invocabilité de l’interprétation conforme à l’arrêt qui interprète l’article 6 dans une affaire mettant en cause un Etat tiers. L’introduction dans l’ordre juridique français et hellénique de la possibilité de réexamen de la décision pénale définitive rendue en violation de la Convention a fait naitre un nouveau droit d’accès à la Cour de cassation lequel trouve son terrain de prédilection aux violations de l’article 6 et constitue peut-être le pas le plus important pour le respect du droit à un procès équitable après l’acceptation (par la France et la Grèce) du droit de recours individuel. Quant au faible fondement de l’autorité de la chose interprétée par la Cour Européenne, qui est d’ailleurs un concept d’origine communautaire, cela explique pourquoi un dialogue indirect entre la Cour Européenne et la Cour de cassation est possible sans pour autant changer en rien l’invocabilité de l’interprétation conforme et le fait que l’existence d’un précédent oblige la Cour de cassation à motiver l’interprétation divergente qu’elle a adoptée.La seconde partie de l’étude, qui est plus volumineuse, est consacrée aux garanties de bonne administration de la justice (article 6§1), à la présomption d’innocence (article 6§2), aux droits qui trouvent leur fondement conventionnel dans l’article 6§1 mais leur fondement logique dans la présomption d’innocence et aux droits de la défense (article 6§3). Sont ainsi analysés le droit à un tribunal indépendant, impartial et établi par la loi, le délai raisonnable, le principe de l’égalité des armes, le droit à une procédure contradictoire, le droit de la défense d’avoir la parole en dernier, la publicité de l’audience et du prononcé des jugements et arrêts, l’obligation de motivation des décisions, la présomption d’innocence, dans sa dimension procédurale et personnelle, le « droit au mensonge », le droit de l’accusé de se taire et de ne pas contribuer à son auto-incrimination, son droit d’être informé de la nature et de la cause de l’accusation et de la requalification envisagée des faits, son droit au temps et aux facilités nécessaires à la préparation de la défense, y compris notamment la confidentialité de ses communications avec son avocat et le droit d’accès au dossier, son droit de comparaître en personne au procès, le droit de la défense avec ou sans l’assistance d’un avocat, le droit de l’accusé d’être représenté en son absence par son avocat, le droit à l’assistance gratuite d’un avocat lorsque la situation économique de l’accusé ne permet pas le recours à l’assistance d’un avocat mais les intérêts de la justice l’exigent, le droit d’interroger ou faire interroger les témoins à charge et d’obtenir la convocation et l’interrogation des témoins à décharge dans les mêmes conditions que les témoins à charge et le droit à l’interprétation et à la traduction des pièces essentielles du dossier. L’analyse est basée sur la jurisprudence strasbourgeoise et centrée sur la position qu’adoptent la Cour de cassation française et l’AréopageThe first party of the study is dedicated to the invocation of the right to a fair trial intra and extra muros and, on this basis, it focuses on the direct applicability of Article 6 and the subsidiarity of the Convention and of the European Court of Human Rights. Because of the fact that the right to a fair trial is a ‘‘judge-made law’’, the study also focuses on the invocability of the judgments of the European Court and more precisely on the direct invocability of the European Court’s judgment finding that there has been a violation of the Convention and on the request for an interpretation in accordance with the European Court’s decisions. The possibility of reviewing the criminal judgment made in violation of the Convention has generated a new right of access to the Court of cassation which particularly concerns the violations of the right to a fair trial and is probably the most important step for the respect of the right to a fair trial after enabling the right of individual petition. As for the weak conventional basis of the authority of res interpretata (“autorité de la chose interprétée”), this fact explains why an indirect dialogue between the ECHR and the Court of cassation is possible but doesn’t affect the applicant’s right to request an interpretation in accordance with the Court’s decisions and the duty of the Court of cassation to explain why it has decided to depart from the (non-binding) precedent.The second party of the study is bigger than the first one and is dedicated to the guarantees of the proper administration of justice (Article 6§1), the presumption of innocence (Article 6§2), the rights which find their conventional basis on the Article 6§1 but their logical explanation to the presumption of innocence and the rights of defence (Article 6§3). More precisely, the second party of the study is analyzing the right to an independent and impartial tribunal established by law, the right to a hearing within a reasonable time, the principle of equality of arms, the right to adversarial proceedings, the right of the defence to the last word, the right to a public hearing and a public pronouncement of the judgement, the judge’s duty to state the reasons for his decision, the presumption of innocence, in both its procedural and personal dimensions, the accused’s right to lie, his right to remain silent, his right against self-incrimination, his right to be informed of the nature and the cause of the accusation and the potential re-characterisation of the facts, his right to have adequate time and facilities for the preparation of the defence, including in particular the access to the case-file and the free and confidential communication with his lawyer, his right to appear in person at the trial, his right to defend either in person or through legal assistance, his right to be represented by his counsel, his right to free legal aid if he hasn’t sufficient means to pay for legal assistance but the interests of justice so require, his right to examine or have examined witnesses against him and to obtain the attendance and examination of witnesses on his behalf under the same conditions as witnesses against him and his right to the free assistance of an interpreter and to the translation of the key documents. The analysis is based on the decisions of the European Court of Human Rights and focuses on the position taken by the French and the Greek Court of Cassation (Areopagus) on each one of the above mentioned rights
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Hsieh, En, and 謝恩. "The Impact of Fear Appeal on Advertising Effect." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/02320811176969723872.
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碩士輔仁大學
餐旅管理學系碩士班
93
As the living standard rises, consumers concern about healthy topics day by day. Many researchers have focused on advertising effects of rational appeal and emotional appeal. However, more and more researches have proven fear appeal is persuasive and efficient academically and practically. The main research purpose is to investigate the relationship between the degree of fear and advertising effect. According to the message framing and the Elaboration Likelihood Model (ELM), we found there are two different persuasion routes that consumers follow when they receive messages. In this situation, message contents such as message framing and argument strength are important in determining advertising effects. To understand how message framing and argument strength moderate independent variables is another crucial goal of this paper. Through experiment design, healthy oil product information is used to create scenarios. There are three procedures: (1) to investigate the relationship between degree of fear and advertising effect; (2) to investigate whether message framing has interference effects on the correlations between degree of fear and advertising effect; (3) to investigate whether argument strength has interference effects on the correlations between degree of fear and advertising effect. The subjects are university students between the ages of 17-25. They are selected randomly for different experiments. Questionnaires were sent to 720 people for survey and 552 responses were valid data and were used in the data analysis by a statistic program, SPSS 10.0. The research results indicated the following situations: 1.It showed a significant positive correlation between degree of fear and advertising effect. 2.The message framing had interference effects on the correlations between degree of fear and advertising effect. Namely, the advertising effect would be better when degree of fear was higher and when message framing was positive. In addition, the advertising effect would be better when degree of fear was lower and when message framing was negative. 3.The argument strength had no interference effects on the correlations between degree of fear and advertising effect. 4.The degree of fear, message framing and argument strength had three-way interaction. When message is negative and the argument is weak, the degree of fear and the advertising effect had a negative correlation. Besides, when message is positive and the argument is strong, message is positive and the argument is weak, and message is negative and the argument is strong, the degree of fear did not influence advertising effect.
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Lin, Wen-Chun, and 林玟君. "Advertising Effect of Fear Appeal in e-Learning." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/55580438449431643744.
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碩士國立嘉義大學
行銷與運籌研究所
98
E-Learning has been proven a new technology or interactive tool of learning activity around the world. Government, higher educational institutions, and private firms have all invested significant resources in e-Learning in order to enhance the performance. Therefore, no matter the role of purchase or vendor would like to understand the impact of adoption and purchase e-Learning factors. Fear appeal is the approach commonly used by public welfare and commercial advertising. Fear is treated as the emotion with persuasion. By creating fear, the advertising draws people’s attention on information or products and results in their motives. In this study, we examine how processes of emotional influence shape e-Learning adoption among potential consumers, what factors work more effectively, and how such influence effects vary across a user population. We manipulated two types the fear appeal and the factual information cues as motivating factors of e-Learning adoption and purchase. These factors are linked to attitude toward the ad , brand attitude, adoption and purchase intention. We further examined how these influence processes were moderated by learners’ involvement of the product. In addition, according learning inside and outside the curricula of educational institutions, there will be different advertising appeals. Eight hypotheses thus developed were empirically validated using a laboratory experiment. This study found that fear appeal and factual information cues influence learner’s adoption and purchase , and involvement moderates the influence processes. And this study also suggests that learning inside the curricula of educational institutions is based on formal education and professional courses. Thus, advertising effect of rationalized appeal advertising will be more significant; on the contrary, learning outside the curricula of educational institutions is to satisfy learners’ self-learning motivation, independent learning and self-oriented learning. Thus, fear appeal will be more suitable.
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Huang, Shu-Tzu, and 黃淑姿. "Building close relationships through rational appeal and emotional appeal: The mediating effect of intimacy and commitment." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/98j8v6.
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博士國立高雄第一科技大學
管理學院博士班
103
The development of consumer-brand relationship is a very popular topic in the past two decades. Until the last decade this issue has more empirical evidence to prove consumer-brand relationship is a better predictor for consumer behavior than customer satisfaction. However, these studies are still lacking investigation on the formation of consumer-brand relationship, the relationships among brand love dimensions, and these relationships may vary in different service patterns. Therefore, this study is based on Sterbernberg (1986)’s brand triangular theory to include brand intimacy and brand commitment into the model and to find out what’s relations between these two constructs. We further developed rational appeals (food quality, restaurant environment, and price fairness) and emotional appeals (self-consistency, employee hospitality and past memories) to understand how its effect on brand intimacy and brand commitment and then affect resistance to negative information and not willing to switch. The subjects who had dined in one of these four catering services include self-service restaurant, casual restaurant, café and fast food were qualified to film the questionnaire. We used snowball sampling method to collect questionnaire on line. A total of 1,067 effective questionnaires were received and the response rate was 95%. That included 213 in self-service cafeteria, 202 in casual restaurant, 300 in café and 302 in fast food restaurant. Amos 17.0 and SPSS18.0 were conducted to do the reliability rest, validity test and path analysis. Critical academic implications are as follows: (1)This research establishes a comprehensive model to understand how the close relationships between customer and brand can be built. (2)The elements under rational appeals and emotional appeals are developed to measure the effect of marketing plan. Rational appeal includes food quality, restaurant environment, and price fairness and emotional appeal includes self-congruence, employee hospitality, and past memories. (3)This research discovers the mediation effect of brand intimacy and brand commitment. The rational appeals and emotional appeals will positively affect brand commitment through brand intimacy and brand intimacy will positively affect resistance to negative information and unwilling to switch through brand commitment. (4)Rational appeals have greater influences on brand love than emotional appeals. (5)Restaurant environment is the primary factor of rational and emotional appeals to enhance brand intimacy. (6)Employee hospitality is a critical factor of emotional appeals to promote brand intimacy. Important practical implications for the food and beverage industry are as follows: Rational appeals have greater impact on brand intimacy and brand commitment than emotional appeals. Restaurant managers need to return to focus on the basic elements of the restaurant which is food quality, dining environment, and price fairness. Designing a well dining environment, providing good food, and setting a fair price will get closer to the customers. Then, customers will be willing to make a commitment and behave as a loyal customer. This research also provides many branding strategy to the Self-Service Cafeteria, casual restaurant, café, and fast food industry.
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Chen, Yi-Jyun, and 陳怡均. "The effect of appeal and modality in TV-shopping program." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/05825916893560368633.
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碩士國立臺灣大學
商學研究所
94
In recent years, TV-shopping is becoming popular. The acceptance of consuming through TV channel now is much higher than that in past years. Lured by the huge potential market and revenue of TV-shopping market, many enterprises are interested in the growing market. As the result, the TV-shopping industry was expanded both in numbers of channels and number of enterprises. How to attract audiences’ attention and evoke their purchase intention is the most significant issue. Appeal and modality of the TV-shopping program are considered as some of the most factors which will affect audiences’ attitude and intention. However, we can hardly find the research about the topic. In this research, we examine the effect of appeal in TV-shopping program with the moderating roles- modality and product type. Finally, we also try to find out the mediators in those interact effects. This experiment manipulated three variables: appeal in TV-shopping program (rational appeal/ emotional appeal), presentation format (visual/ auditory), and product type (thinking/ feeling). We can conclude the results as follow: 1. There is interact effect between appeal and product type. Audiences watching TV-shopping programs introducing thinking products with rational appeal or feeling products with emotional appeal will have higher purchase intention and more positive attitudes toward both the program and the product. 2. There is interact effect between appeal and modality. Audiences watching rational appeal program with audio modality or emotional appeal program with visual modality will have higher purchase intention and more positive attitudes toward both the program and the product. 3. Vividness is the mediator of the interact effect between appeal and modality to attitude toward program.
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Yen, Shiang-Chieh, and 顏向頡. "The Influence Of Green Product Advertising Appeal Toward Advertising Effect." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/37022843427235166869.
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碩士育達商業技術學院
企業管理所
95
The growing awareness of environmenatal consciousness has force the business not only foucus on mass production, but also try to implement environmental protection into their business practices. Green appeal become a critical strategy for incresing green product sales in advertising activities. This study aim to find out the influence of green prduct appeal toward advertising effect through the analysis of media type, namely digital media, printing media and internet, and advertisemant frequency. The results shown that: 1) Media type and advertisement frequency influenced the advertisement effect significantly. 2) Digital media has better presentation and effect on its green appeal. 3) 1-10 frequency of advertising exposure is needed for better advertising effect. And, media type are critical than advertisement frequency in terms of advertising effects.
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Chen, Pei-shan, and 陳佩珊. "The Advertising Effect of Motivate Appeal and ELM Route Design." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/43040982815421659056.
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Wu, Lin-Gi, and 吳玲綺. "The study of the effect of nostalgia appeal on advertisement performance." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/04447611682990984521.
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碩士國立高雄第一科技大學
行銷與流通管理所
92
The movie of “A City of Sadness” has started the rebuilding of Jiu-Fen Old Street, which reappears the elegance of old days, and also drove the trend of first period old street nostalgia. Along with this trend, business people has also started to design series of activities, such as nostalgia advertisement, nostalgia subject store, ancient-modernized stylish cloth, classical old song remixed, has strongly shown the irresistible trend of this nostalgia. According to the previous research indicated, the most significant period for the memory of nostalgia is the recall of around twenty years ago. It also indicated that the interviewers prefer subjects been around them during their teenager stage, or their early stage of becoming adult. Subjects they preferred might not be the same from different nostalgia period. (Holbrook & Schindler, 1996) However, according to the latest trend shows, consumers’ nostalgia to golden age do not necessary to have the real experience of such period by themselves, but still, could inspire their feelings of nostalgia for such period. Some nostalgia commercial products even target the young group, who shouldn’t have any bound or memory at all for such products. Therefore, this case study will use teenagers as the subject as it will help to better understanding the issue of nostalgia. After reviewing the documents regarding the nostalgia, nostalgia advertisement, consumers’ emotion, and reference for advertisement performance, this study will particularly link the consumers’ emotion and advertisement performance under the nostalgia advertisement. It will investigate the interference effect of advertisement performance and personal nostalgia tendency under the emotions made by nostalgia advertisement. Through the experimental design of the independent sample interviewer; focusing on the issue of the nostalgia usage on the television commercial, 183 junior high school students were selected to participate this experiment in order to find out the factors of nostalgia advertisement influence to consuming behavior. Result of this study indicates that the joyful mood of nostalgia advertisement will influence the advertisement attitude of teenagers. Besides, nostalgia advertisement will generate better advertisement attitude than non-nostalgia advertisement. But, personal nostalgia tendency will not affect advertisement effect through the consumers’ emotions. According to the result of this study, nostalgia advertisement will bring the joyful mood to consumers, which generates impact influence to their advertisement attitudes. (Holbrook & Schindler 1989-1996) Through series of studies of understanding the influence of different subjects to nostalgia and age, they proved that it achieves the best effect when such subjects were highly bounded with the preferences of such age, and related matters of their young age. The advertisement content of this study might not be highly bounded with these junior highs, especially they just got out of the elementary period to step on the life as junior highs, life of childhood might not be that remote to them. So, the feelings of nostalgia might not be that strong. However, these commercials do raise the memory of childhood as well as friendship between playmates. This will bring these interviewers experience the joyful mood, and then, generate a nice advertisement attitude. Therefore, to the clients who pay for the advertisement, they could certainly shoot series of childhood joyful memory advertisement regarding to their product, in order to hook their memory of sweet and joyful mood during their childhood of those target consumers. Furthermore, this study also finds out that girls’ nostalgia feelings are more than boys during the period of junior high school. It’s because the maturity of girls is more than boys, so the response of such emotional feeling will turn to be more aggressive than boys. So, the joyful feeling of nostalgia advertisement will have better effect on generating advertisement attitude should the product target the teenage girls. This study also finds out that the frequency of receiving these types of advertisements will influence their purchase intention as well. For those interviewers in this study who watched television more than four hours tend to have higher purchase intention when they saw the nostalgia advertisements.
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Chang, Li-Jen, and 張力仁. "The interaction effect among story appeal, gender and identifiability on donations." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/36227313407063978929.
Full textAbstract:
碩士國立交通大學
管理科學系所
98
The fundraising strategies used by Taiwanese NPOs are usually the demonstration of the victims’ stories to the public, and the attempt to convince people to donate by arousing their sympathy to the victims. Now, more and more donors hope to donate not because of a sense of guilt or responsibility but for the stimulation of the charities. Victims in the stories of our research questionnaires are classified into two categories, one person or three thousand people. According to the identifiable victim effect, the amount of money donated to a single identifiable victim is larger than statistical victims. Given the effect, the research wishes to explore how the differences in the stories of NPOs, including inspiring stories, neutral stories, sympathy-arousing stories, along with the variation of gender difference and the identifiability of the victims would affect people’s decision in the amount of money donated. The result shows that the inspiring stories urge males to donate more, while the females show no differences in reading inspiring, neutral or sympathy-arousing stories. Compared to men, women donate more money on average. When the object of the donation is foreign, there is no evidence of identifiable victim effect. The research demonstrates that the amount of money donated to statistical victims is significantly greater than that to the identifiable one. We hope in the future, the finding of this research may serve as a referral to the formulation of similar NPO strategies, and thus achieve their goal of greater donation, bigger charity market and the best welfare of the overall society.
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Chu, Yi-Ling, and 朱翊綾. "The Effect for Consumers Purchase Intention by Celebrity Endorsements: The Mediating Effect of Advertising Effect and Advertising Appeal." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/98885947437415395807.
Full textAbstract:
碩士樹德科技大學
經營管理研究所
98
Due to the progress in time, “advertisement” is the fastest way to transmit a product’s information to consumers. Advertisers can use words or pictures to provoke consumers’ aspiration on products. In the types of advertising endorsements, celebrity endorsers are usually the most common marketing method used by companies to endorse a product. The purpose is to excite consumers into purchasing a product. Advertisement does not only use the attractiveness of the celebrities to add points to the product, the appeals showed in the content of the advertisement will also affect the consumer’s impression on the product. Different appeals display different advertising effect. Similar product using different appeals will bring different feelings to consumers and will produce different results on sales volume. This study used the mobile phone industry as the case and distributed questionnaires to the general consumers. 202 valid questionnaires were collected and Partial Least Squares (PLS) is used for testing. The results showed that celebrity endorser, advertising appeal and advertising effect has positive effect among them and all have positive effect on consumers’ purchase intention. Advertising appeal and advertising effect has partial mediating effect on the relationship between celebrity endorser and consumers’ purchase intention.
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Liang, Chia-Yu, and 梁佳瑜. "The Persuasion Effect of Regulatory Focus on Certified Food：The Moderating Effect of Personalities and Appeal Types." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/wcd74u.
Full textAbstract:
碩士國立中興大學
行銷學系所
104
Taiwanese has been suffering from food safety problems for years. Due to unscrupulous practitioners and the careless of the government, people seem to show little confidence in Taiwan’s food safety. Food safety is directly concerned to people’s personal health; moreover, it is also concerned to important social issue to every national. Industry, government, academic are all trying to find the way out. We think that to improve the food safety in Taiwan, we should not only strengthening the risk management of science technology is important, but also improve communication between customers. What stakeholders should do is keeping communication, building the mechanism of trust between each others, then there will be an opportunity of turning Taiwan’s food safety better. Regulatory Focus Theory have been widely used in health communications through emphasizing on producing positive outcomes, or avoiding negative outcomes, which trying to influence or change ones attitude and behaviors. In the past researches of communication, which issue emphasizing either personal health or environment appeals are about recycling, organic food. However, food safety problems are not only matters on personal aspect, but also social aspect. We targeted fictitious certification on cooking oil, the goal of this thesis is to find that what and how the self-construal, chronic regulatory focus, message appeals, and regulatory focus message interact, will them change people’s attitude toward the product, and try to give some strategies advice to government and Industries. In our experiment, we examined 2 (Regulatory Focus: promotion focus message、prevention focus message) x 2 (Appeal types: personal health, social environment) between participant design. Analysis by ANCOVA, we found that people will be more persuaded with prevention focus messages with social environment appeals, rather than prevention focus messages with personal health appeals. There is a fit between regulatory focus and appeal types. However, there is non-significant between promotion focus and appeal types. Moreover, there is an interaction between self-construal and appeal types. 2 (Self-construal: independent , interdependent) x 2 (Appeal types: personal health、social environment), We found that consumers who tend to have independent self-construal will have more favorably toward product attitude as it manipulated with social appeals.
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Chan, Pei-I., and 詹珮宜. "The Effects of Smile, Advertising Appeal and Service Type on Advertising Effect." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/00061080593551111134.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
96
Because of the intangible nature of services, it is difficult for consumers to realize the benefits and outcomes of services. Consumers also do not have objective and tangible standards to evaluate, thus consumers’ perceived risk will increase. Advertising strategy is an important tool to offset the problems caused by service intangibility. This study explores the potential effects of smile and advertising appeals in print media on advertising effectiveness (including attitude toward the ad and attitude toward the product) for two different service types. Using college students at Tamkang University as respondents, a 2×2×4 between-subject experimental design was conducted. Independent variables were advertising appeals (rational amd emotional appeal), smile(neutral face, closed smile, open smile and laugh), and service types(utilitarian and hedonic service). The conclusions are as follows: 1. Smile significantly influences the advertising effectiveness. Closed smile, open smile and laugh results in higher levels of advertising effectiveness than neutral face. Closed smile results in higher levels of attitude toward the ad than open smile. 2. The service type and the advertising appeal have interaction on attitude toward the ad. As for utilitarian service, rational appeal results in higher levels of attitude toward the ad than emotional appeal. As for hedonic service, emotional appeal results in higher level of attitude toward the ad than rational appeal. 3. The service type and smile have interaction on attitude toward the ad. As for utilitarian service, laugh and closed smile results in higher levels of attitude toward the ad than neutral face. As for hedonic service, open smile and closed smile result in higher levels of attitude toward the ad than neutral face, closed smile result in higher levels of attitude toward the ad than laugh. 4. Advertising appeal and smile have interaction on attitude toward the ad. As for rational appeal, closed smile and laugh result in higher levels of attitude toward the ad than neutral face and open smile,but it is not significant..As for emotional appeal, closed smile,open smile and laugh result in higher levels of attitude toward the ad than neutral face.
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Lin, Bao-Ling, and 林寶齡. "An Empirical Study on Interactive Effect of Message Framing and Fear Appeal." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/34128127255767468247.
Full textAbstract:
碩士南台科技大學
企業管理系
92
Because people nowadays get used to pay selective attention to information, the competition among mass media is getting intense. Fear appeal has been found to increase the interest and persuasiveness of health-related campaigns, therefore we try to investigate the potential power of fear appeal with message framing in marketing. In this paper, we take full mask helmet as the product, and exentd Witte’s Extended Parallel Process Model (EPPM) by segmenting audience into three groups as the mediating factor, gender as blocking factor, conducting a 2(postitve /negative message) × 2(message order) design to examine the attitude toward the ad, comsumers’ purchase intention for the product, and the perceived ethicality toward the ad. This study recruites sample of about 393 undergrates from the Southern Taiwan University of Thechology. The results of the study are as follows: 1.People with different cognition process have significant different ad attitude, purchase intension, and perceived ethicality. This finding is consistent with what EPPM proposes the danger controllers will take active actions and more appreciate for ad than the fear controllers or indifferent reveivers do. 2.The influence of fear appeal with different framed message is statistically significant on after-ad purchase intension and perceived ethicality. Overall, audience who receive positively framed message show great after-ad purchase intension and perceived ethicality than those who receive negative message. 3.The position order of the attribute plays a large role in advertising cognition, and the audience’s changed purchase intension between before-ad and after-ad. Overall, primary order effect occures in our study. 4.Each frame doesn’t interact with message presentation order in our study. 5.The influence of gender is statistically significant on the attitude toward the ad, and the after-ad purchase intension, suggesting gender is a meaningful blocking factor when it comes to feal appeal advertising.
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Hung, Yen-Ju, and 洪燕茹. "A Study for Retargeting Advertising Effect by Product Type and Advertising Appeal." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/06008165745780075729.
Full textAbstract:
碩士國立臺灣科技大學
企業管理系
104
Retargeting ads has been widely used in today's online ads. Many researches indicate that retargeting advertising effect is better than normal online advertising. However, for retargeting advertising, what type of product category and the kinds of advertising appeal will improve advertising effect are rarely discussed. For this study, we use three factors through the 2x2x2 laboratory design method to examine on different Product Types(FCB model) and Advertising Appeals. The study results show that the degree of product involvement and advertising appeals significantly influence the retargeting advertising effects. Moreover, our study also show that using emotional appeals in retargeting advertising significantly creates better advertising attitudes and higher purchase intention.
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Ko, Chi-Ting, and 柯琪婷. "The Classical Conditioning Effect of Fear Appeal Advertisement─ Based on Assimilation-Contrast Theory." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39852531945860234222.
Full textAbstract:
碩士雲林科技大學
國際企業管理研究所
99
There are many researches about fear appeal advertisement but not many of them discussed about the conditioning effect. In recent years, climate anomalies occurred globally and related disasters frequently take places that forces people to pay more attention toward issues related to environmental protection and carbon reduction and energy saving. Thus, the research aimed to discuss the fear appeal conditioning effect by the method of experiment focused on public service advertisement of green consumption. Furthermore, the degree of people concerning about the product would be varied due to the involvement when designing advertising messages. And, the consumer’s involvement would effect the involvement toward ad messages. Similarly, there are assimilation (acceptance) or contrast (Denial) that audiences would have toward new messages in their attitude when the relative advertising messages are newer according to the viewpoint of assimilation contrast theory. That is to say, there is difference occurred in people’s receptivity toward new things. Thus, Study 1 in this research, discuss the effect of product attitude of conditioning (conditioning, non-conditioning) and involvement (high involvement, low involvement). Study 2, discuss the effect of product attitude of conditioning (conditioning, non-conditioning) and receptivity (high receptivity, low receptivity) with the viewpoint of assimilation contrast theory and form a 2 × 2 = 4 factorial design. The results of Study 1 are as follows: (1) Conditioning does have a significant impact on product attitude. The product attitude of conditioning group was significantly lower than non-conditioning group. (2) Involvement also has a significant impact on product attitude and the high involvement group was significantly higher than the low involvement group. (3) There is significant interaction between conditioning and high and low involvement. That is, low-involvement subjects have significantly higher product attitude than those with high involvement under the conditioning condition. In non-conditioning situations, high-involvement subjects have significantly higher product attitude than those with low involvement. In addition, the product attitude can be affected in fear appeal advertisement by effective conditioning process regardless the subjects’ high and low involvement product. The results of Study 2 are as follows: (1) Conditioning does have a significant impact on product attitude. The product attitude of conditioning group was significantly lower than non-conditioning group. (2) Receptivity also has a significant impact on product attitude and the group of low receptivity was significantly higher than the group with high receptivity. (3) There is significant interaction between conditioning and receptivity. That is, subjects with low receptivity have significantly higher product attitude than those with high receptivity under the conditioning condition. In non-conditioning situations, subjects with low receptivity have significantly higher product attitude than those with high involvement. (4) Under the condition of low receptivity, there is significant different between the conditioning group and non-conditioning group. The product attitude of conditioning group is significant lower than it is in non-conditioning group. Under the condition of high receptivity, there is no significant product attitude between conditioning group and non-conditioning group. Finally, Study 1 and 2 all confirmed that fear appeals can also be effective by conditioning. That is, the target audiences’ product attitude can be effectively reduced.
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Lo, Hsiao Wan, and 羅曉畹. "The Internet Advertising Effect in Forms of its Type and Message Appeal Strategy." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/38482556851024011727.
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Wen-Hsiung, Chung, and 鍾文雄. "Design and Evaluation of Bargaining Agents Emotional Appeal and the Effect of Avatar." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/54172563067529216551.
Full textAbstract:
碩士國立嘉義大學
資訊管理學系碩士班
97
With the advancement of Internet and e-commerce, there are various online pricing strategies, and consumers tend to bid on products they are interested in through bargaining system. However, in the past studies on bargaining tended to focus on the effective presentation of messages and use of strategies, while seldom considered emotional appeal and tangible bargaining agents. But emotional strategies could influence the process and result of the negotiation. And the online sales agents with avatar would affect the consumers’ purchase experience. Therefore, based on above perspectives, the purpose of this study is to consider both variables, and aimed to probe into emotional strategy and agent presentation, in order to provide the shops with the optimized e-bargaining interface. In this study, we have used 4×3 factorial design laboratory experiment to exam our model and test our hypotheses. The research result is that the best strategies for buyers are white-hat/black-hat strategy and black-hat/black-hat strategy. By using these two strategies, buyers can gain the highest bargaining gains which are benefit to buyers. In the sellers’ perspective, sellers want to lower buyers’ bargaining gains and we find out the best strategy for seller is white-hat/white-hat strategy. In another issue of Avatar, we find out there is no significant effect to dependent variables. We infer that buyers may focus on the price, and may ignore the effect of Avatar so we suggest that the study in the future can use the Avatar which is more similar to real human faces. In this study, we provide these emotional strategies and the effect of Avatar as suggestions for online stores with bargaining functions.
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Chang, Kuei-Chuan, and 張桂娟. "The Influence of Advertising Appeal and Advertising Media Type on the Advertising Effect." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/65540837852622618114.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
91
During the past, the preference of this type of research has always been focused on the effect of the single television or internet advertising. Only a few studies were done on the advertising appeal and the advertising media type on the advertising. Thus, this has inspired the researcher to pay particular attention on this issue. This study focuses on the issue of the influence of advertising appeal and advertising media type on the advertising effect. This research were done be means of demographic statistics. The results are as follows: The influences of advertising appeal and advertising media type are significant on the advertising effect. If the appeal is rational, the internet media is better than the media of the television. However, if the media type is internet, the rational appeal is better than the emotional appeal. Therefore we can conclude that the internet media with rational appeal is the best effect on advertisement. The research also shows that the brand effects are most significant on the gender types, where the male pays more attention to the brand than the female. It is significant on the level of education in the area of advertising consciousness. As for the advertising media type, it is more significant on the income of the consumers. Lastly, the advertising attitude is most significant on the area of consuming.
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Chen, Yan-Jing, and 陳妍靜. "The Influences of Advertising Appeal and Native Advertising Form on Advertising Communication Effect." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5a3626.
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碩士國立高雄第一科技大學
行銷與流通管理系碩士班
105
As the number of mobile devices grow and the effectiveness of traditional banner ads reduce, these situation leads to the increase of native advertisements. Native ads are perfectly integrated into user's mobile device and users are less likely to reject it. In addition to a better user experience, advertisers also indicate that native ads on mobile devices are performing well. However, the benefits of the native advertisement on the social network have been studied by few people. In addition, in practical, advertisers mostly use rational or emotional way to convey their advertising appeal. Therefore, this study will explore the impact of advertising appeal and native advertising form to the effect of advertising. We distribute our survey questionnaires on the Internet and invite passersby to fill in the questionnaire by using QR code simultaneously, this research obtains a total of 424 valid samples. The research results show that: (1). Although the advertising appeal can’t directly affect the purchase intention, it has a significant effect on advertising communication. (2). Advertising appeal can affect the advertising memory, but advertising memory doesn’t have a significant effect on the purchase intention in any situation. (3). On the social network, through mediation effect, the effect of rational advertising appeal has a better impact on purchase intention compared to emotional advertising appeal. (4). Native recommendation advertisement can affect the purchase intention most effectively in rational way. Finally, we provide academic and managerial implications based on the result and recommendations for the future research based on the limitations.
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Wen, Wai, and 覃偉榮. "A Study on Effect of the Theme Park Advertising Appeal, Sales Promotion and Advertising Effect on Purchase Intention." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/14152650248382630902.
Full textAbstract:
碩士朝陽科技大學
休閒事業管理系碩士班
99
Under the highly competitive environment and influence of low birth rate in Taiwan, how to attract consumers make their consumption in the theme park become one of the successful keys of the Taiwan theme park. Therefore, the purpose of this study is to analyze the effect of theme park advertising appeal, sales promotion and advertising effect on purchase intention. This study adopted 2×2 experiment design, advertising appeal and sales promotion will be the operating variables; and collected sample through convenience sampling in Chaoyang University of Technology, 8 classes were chosen, a total of 328 participants were included in the study. Results show that, 72.3% among them are female, and most of them have part time job, up to 85.7% participants never go E-Da Theme Park before, but only 2.1% participants show that never went other theme park before, and half of them pocket money are below NT5,000. The overall of advertising effect and purchase intention are reached medium high degree. Regression analysis showed that consumers would have better brand attitude on the advertising that using rational appeal strategy than the one that using emotional appeal strategy. The advertising effect has positive impact on purchase intention, which brand attitude show the best result. There are no significant difference on different socio-economic background of participants toward advertising effect and purchase intention by MANOVA. Therefore, this study suggests that the advertiser of the theme park should use rational appeal strategy as the main axis of advertising content. Theme park operator also can provide various types of sponsorships for brand image and attitude building. Apart from that, a wider variety of promotions is recommendation.
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Yu, Wen-Xian, and 游文憲. "The influence of advertising appeal, product involvement and brand awareness on the advertising effect." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/74473508020074353108.
Full textAbstract:
碩士國立臺北大學
企業管理學系
92
Advertising appeal is the key subject of advertisements, it can help products be linked up with customers. It can inspire customers and affect customer’s attitude towards products and service. This article looks at print advertising, which contented explicit claims in order to compare emotional appeal and rationalized appeal. However, the effectiveness of advertising is sometimes limited. The article uses two moderating variables（product involvement and brand awareness） to see if people’s response to advertising could be affected by these factors. Sport shoes and chewing gum are used to stand for high and low product involvement, and NIKE, Le Coq Sportif, Airwaves and Recaldent for brand awareness. A questionnaire was prepared and students of National Taipei University, were sampled. 221 valid samples were produced and analyzed by analysis of variance (ANOVA) and t-test. Four conclusions were reached: First, there is positive relationship between advertising attitude, brand attitude and purchasing intentions. Second, advertising appeal only makes a significant variation for brand attitude, but Advertising attitude and purchase intention are affected by the brand of the product of the sample advertising, so they aren’t significant variation. Third, the more people use products, the greater their understanding of the products. Different forms of advertising have no significant effect on. Lastly, when the product awareness is high, because the customers have strong brand cognition and attitude, different types of advertising appeal have insignificant effects on customers. When the product awareness is low, the rationalized appeal can help the customers build up the connection with the products.
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Hsin-Chieh, Chao, and 曹馨潔. "The Influence of Advertising Spokesperson, Advertising Appeal and Advertising Expose in the Advertising Effect." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/87009131851996708525.
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碩士中國文化大學
國際企業管理研究所
92
Advertisement has influenced in our life with frequently expose. Advertiser try to change consumer’s attitude and purchase intension by delivering message with ad-vertisement. Advertiser has also dedicated to produce impressive ad to attract consumer. Therefore, let me wonder, which kind of ad is the best, try to focus on the investigation of the influences of advertising spokesperson, advertising appeals and advertising ex-pose upon advertising effect. Experimental approaches have been used to verify the research. Shampoo is cho-sen to serve as experimental product. The experiment is designed to include 12 sets. There are in total 858 effective questionnaires in the research. Research results are shown as below. Advertising effects have outstanding differ-ence in advertising spokesperson (celebrity/expert/typical consumer), Advertising Ex-pose(one/twice/forth), advertisingappeal (rationality/sensitivity). especially in celebity spokesperson which has wider affection. Advertising appeal (rationality/sensitivity), however, has much obvious impact on advertisement memory and advertisement atti-tude only. Advertising expose, however, has much obvious impact on advertisement memory only.It is same with advertisement expose of forth degree. However, in vari-ous combination of interaction, only Advertising appeal and Advertising Expose have markedly affected to attitude towards spokesperson, attitude towards products and attitude towards brand.
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zeng, yu-ling, and 曾毓玲. "The Effect of Group Buying Curve Appeal on Consumer's Intentions to Join Group Buying." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/57471714544262734032.
Full textAbstract:
碩士國立嘉義大學
行銷與流通管理研究所
95
Abstract With the development of internet netowrk, and the transparent of information casuses the marketing right to transfer, and then creat consumers with of the strong negociation price, so do group shopping beconme a kind of possible trade type. The feature of group buying is that the price will go down as the accumulated orders are increasing. However, consumer will not know the final price forecast of group buying. So, consumers only can consider whether they can join the group buying or not. As such, how to speed make the consumers join the group buying, become they concerns essential issue. At present, many group buying web provide motiviation system to attract potential consumers join it. Although this ways can efficiency attract potential consumers under the motivation system，outside the motivation system can not any appeal to consumers. And the price information which the group buying website use it do the way of appealing through the form, figure. So this resaerch expects that presents the way through another kind of price curve, let consumers pass the result on vision, the consciousness reaches prices to drop fast, and can consumers to predict the final price, reduce congitive effort, promoting the memory and attitugde of the information of the price, than can raise the consumers accede to the intetion of the group buying. The experimet method was applied this study. In order to improve the research validly and reliability the questionnaire was used to collect the quantitative data. Findings showed that the consumers’ predict the final price、congitive effort、attitude and memory of the advertisement significantly ( p<0.05 ) impacted on price curve. Further, both memory of the advertisement and congitive effort significantly( p<0.05 ). That is, via increasing the consumers’ memory of the advertisement and reduce their congitive effort, raise their attitude of the advertisement. It has proved that if the consumer has the good attitude toward to the price curve and this price cureve can effectively help to predict the final price, then the consumers’s joint of intention in group buying will uprise relatively. The statistics shows that :through the dynamic price curve can effectively the consumer’s joint of intention in group buying. Managerial implications of how B2C Website can sort out the problems of the price information boring not attract potential consumers joint the group buying.
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Chen, Wucheng, and 陳武政. "Fear Appeal And Regulatory Focus On The Effect Of Hepatitis B Prevention Idea Communication." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/03118394201394194849.
Full textAbstract:
碩士義守大學
管理學院管理碩士在職專班
100
Infected with hepatitis B virus carriers is one of the main cause liver cancer death, emotional negative message strategies most commonly used in social marketing of fear appeals (fear appeal), and explained from the perspective of the fear level of motivation and repeat the message, when the viewer how to have a negative emotional correlation analysis of the cognitive approach to obtain detailed information, its purpose is to eliminate or improve the source of negative emotions. For the structure of the regulatory focus theory to explore the different fears, with a different promotion regulatory focus and adjust the focus on advertising effectiveness and impact of prevention, and we understand the motivation of the study of preventive health care for the hepatitis B From the study results, the best idea in the low fear of duplicate message acceptance. Repeat the message in the high fear, the concept of the first message received significantly better than the second.
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Tu, ka-ming, and 涂克明. "The Influence of Brand Concept Image and Advertising Appeal on Advertising Effects:The Moderate Effect of Involvement LevelThe Influence of Brand Concept Image and Advertising Appeal on Advertising Effects : The Moderate Effect of Involvement LevelTh." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/66717009727820182980.
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碩士真理大學
管理科學研究所
94
The purpose of this study is to explore the influence of brand concept image and advertising appeal on advertising effects, and the moderate effects of involvement degree. The experimental design method was used, and the students of Tamsui area were interviewed. The results of this study were as follow: (1) Brand concept image has significant positive influence on advertising attitude. (2) Functional brand concept image has significant positive influence on brand attitude. (3) Experiential brand concept image has significant positive influence on brand attitude. (4) Advertising appeals has significant positive influence on advertising effects. (5) High involvement level has significant moderating effects between the combination of brand concept image and advertising appeal on advertising effects. (6) Low involvement level has significant moderating effects between the combination of brand concept image and advertising appeal on advertising effects.
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Ho, Meng-Shou, and 何孟修. "A Study of Effectiveness of Rational/Emotional Green Ad Appeal-Moderating Effect of Green Lifestyle." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/28183560243015813676.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
97
Recently, the problem of global warming is more serious. Many governments lead the green movement–conserve energy and reduce carbon emission. Followed by this sense of green has come. The consumers had gradual concerned about green attitude of product and contributed to environmental protection. For firm, developing environmental friendly products, finding out target customers, and using effective marketing communicating tools are the key to win in green market. Therefore, this study aimed at environmental friendly product–green laptop, targeting variable–green lifestyle, marketing communicating tool–green ad, and discussed the effectiveness of rational/emotional green ad appeal, then used green lifestyle as moderating variable. This study applied MANOVA to analyze the response data. Independent variables are rational/emotional ad appeals and green lifestyle. Dependent variable is ad effectiveness. Moderating variable is green lifestyle. The results of this study were as follow: 1.There is different between the effectiveness of rational/emotional ad appeals. Besides, the effectiveness of emotional ad appeal is better. 2.There is different among the ad effectiveness of green lifestyle groups. Besides, the ad effectiveness of green purchasing and promoting group is better. 3.Green lifestyle is not moderating the effectiveness of rational/emotional ad appeals.
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Shih, Pei-Lien, and 施霈蓮. "The Study of Advertising Appeal on Advertising Effect – An Example of Travel & Tourism Industry." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/13412995350248070411.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
97
This study aimed to understand the impact of advertising appeals on advertising effect in the travel & tourism industry. Advertising appeals are divided into hard-sell appeal and soft-sell appeal. Advertising effect is measured by attitude towards the advertisement, attitude towards the brand and purchase intention. This thesis starts from relevant document discussion, set up this thesis’s structure and hypotheses based on its theory basis and choose applicable scale as a research tool. 735 students who are Tamkang University were conducted questionnaire survey. Aiming at 641 valid samples, reliability analysis, descriptive statistics and independent samples T-test are conducted. After evidence analysis and discussion, the main conclusion is as follows: 1. Soft-sell appeal has a remarkable positive influence on attitudes of advertising. 2. Soft-sell appeal has a remarkable positive influence on attitudes of brands. 3. Advertising appeals and purchase intension are not correlated with whether hard-sell appeal or soft-sell appeal was used. In the end, in compliance with the conclusion of the thesis, concrete suggestions are brought up for the travel & tourism industry and future research for reference.
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Shen, Jui, and 沈瑞. "The effect to advertising attitude of different products naming type, advertising appeal,and picture type." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/26094119574905942781.
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碩士國立中央大學
企業管理研究所
95
Building on Grice’s (1975) theory of ''conversational implicature'', we propose that consumers will react favorably to unusual names because they expect marketing messages to convey usual information. If the message is not informative or does not conform to expectations, consumers search for the reason for the deviation. This search results in additional (positive) attributions about the product, and thus, a more favorable response. In recent years, ambiguous naming strategies of products have been the tendency. This research hopes to find if the special or ambiguous product naming type can strengthen consumers’ advertising attitude, to develope out relevant and further research on the special and ambiguous product naming type, and to contribute to marketing personnel''s choice and application on the marketing naming strategies. This research adopts the questionnaire law of the network, and using college and graduate students at National Central University as respondents. Independent variables were the products naming type of typicality (Atypical / Typical), advertising appeal (emotional /rational appeal), and picture type (visualization /physical representation).There were 2×2×2 =8 groups of experimental design. At the same time, independent variables were the products naming type of specificity (Unspecific/Specific), advertising appeal (emotional /rational appeal), and picture type (visualization /physical representation).There were also 2×2×2 =8 groups of experimental design. So there were 8+8=16 groups of experimental design in this study. Every experiment group includes two sub studies: ''the entity products'' and'' the intangible service''. This study explores the potential effects of products naming type, picture types and advertising appeals in print media on advertising attitude for two product category. After retrieving 240 effective questionnaires, and using ANOVA analysis. The conclusions are as follows: 1.No matter under the entity products or the intangible service, ''Atypical'' and ''Unspecific'' product naming type will get better advertising attitude than '' Typical '' and '' Specific '' product naming type for consumers. 2.When the product category is the entity products and the product naming type is ''Atypical '', '' Visualization '' picture type will get better advertising attitude relatively. When the product category is the entity products and the product naming type is ''Typical '', '' Physical Representation '' picture type will get better advertising attitude relatively. Under the naming type of specificity, product naming type and picture type do not have interaction on advertising attitude. When the product category is the intangible service, the naming type of typicality and picture type do not have interaction on advertising attitude. If the product naming type is '' Unspecific '', '' Physical Representation '' picture type will get better advertising attitude relatively. And if the product naming type is ''Specific'', '' Visualization '' picture type will get better advertising attitude relatively. 3.When the product category is the entity products, and no matter under which naming type, ''Emotional Appeal'' can relatively strengthen consumers’ imagination of the products and advertising attitude. When the product category is the intangible service, and products naming type is '' Atypical '' and '' Unspecific '', '' Rational Appeal'' results in higher levels of advertising attitude. And if products naming type is '' Typical '' and ''Specific '', it is relatively good to use '' Emotional Appeal ''than '' Rational Appeal''. 4.Under the entity products, only the naming type of typicality, advertising appeal, and picture type significantly influence the consumers’ advertising attitude. Under the intangible service, only the naming type of specificity, advertising appeal, and picture type significantly influence the consumers’ advertising attitude. 5.Regarding different product categories, picture type of the entity products mostly stimulate the consumer advertising attitude by the way of strengthening. And '' Emotional Appeal'' can relatively strengthen consumer''s imagination and positive emotion to the products. Only the naming type of typicality can bring the new opinion to consumers, and can significantly influence the consumers’ advertising attitude. Under the intangible service, no matter the picture type or advertising appeal, mostly remedies the consumers’ uncertainty to the naming type by the way of complementation. And the multiple type and uncertainty of the intangible service are the main reason that the naming type of specificity, advertising appeal, and picture type form the complement to each other and significantly influence the advertising attitude.
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Wu, Chien-Tsung, and 吳建宗. "The Communication Effect for Popularizing Nuclear Power Generation by Advertising Appeal and Spokesperson''''s Type." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/95078893927228075787.
Full textAbstract:
碩士國立交通大學
經營管理研究所
89
This study aimed to examine the communication effect through advertising appeal and spokesperson''''s type in color file ads. The experimental product is "nuclear power generation". The main objective of this research is to investigate the effectiveness of the five factors－"recall of advertising " , "attitude toward advertising" , " attitude toward product" , " acceptability toward product" and " attitude toward spokespersons "－under different type of advertising appeals (emotional /fear/ rational) and different type of spokespersons (celebrity / expert / CEO / typical consumer) of the copy. This study uses 3 × 4 factorial experimental design. Questionnaire surveys the students in eight universities or colleges located in Hsin-Chu , and 367 valid samples were collected. The data was analyzed mainly by factor analysis, analysis of variance ( ANOVA ) and t test. The results are as follows: 1、 There is no significant difference during the effect of "attitude toward advertising" , " acceptability toward product" , "involvement of advertising topic" and "attitude toward nuclear power generation " under different mixes of advertising（appeals v.s spokespersons）. 2、 There is significant difference at the effect of recall-of-advertising under different type of advertising appeals of the copy . The effectiveness of fear-appeal is better than the other appeals（emotional / rational）. 3、 There is significant difference at the effect of product-attitude under different type of advertising appeals and different mixes of advertising（appeals v.s spokespersons）. The interaction effect between type-of- advertising-appeals and type-of-spokespersons toward product-attitude is also guite different. The effect of product-attitude is the best when advertising appeals are rational. CEO matches rational advertising appeals can product the best advertising effectiveness. 4、 There is significant difference at the effect of attitude-toward- spokespersons under different type of spokespersons and different mixes of advertising（appeals v.s spokespersons）. The effect of attitude-toward-spokespersons is the best when type of spokespersons is celebrity or expert. Expert matches rational advertising appeals can product the best advertising effectiveness，but CEO matches fear advertising appeals can product the worst advertising effectiveness. 5、 On variable of demographics： a、The gender affects product-attitude and attitude-toward-nuclear- power-generation, and male have best product-attitude than female. b、The age affects attitude-toward-spokespersons ，and elder have best attitude-toward-spokespersons than junior. c、The level of education affects recall-of-advertising ,and higher level of education have best recall-of-advertising than lower. The level of education affects involvement-of-advertising-topic ,and the student of junior college have best involvement-of-advertising- topic than other level of education. d、The type of college affects involvement-of-advertising-topic. e、The amount of petty cash affects attitude-toward-nuclear-power generation.
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Jen, Su-Hui, and 任素慧. "A Study of Effectiveness of Rational and Emotional Green AD Appeal Moderating Effect of Environment Knowledge." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/63022152168407872592.
Full textAbstract:
碩士淡江大學
國際商學碩士在職專班
98
Purpose/ design/methodology/approach – This research make us of SPSS 12.0 statistic software applications as analysis toolsets, joining uses descriptive statistics, Reliability analysis, Pearson’s Correlation Analysis, Multivariate Analysis of variance, and t test to research and examine various green advertisement and their corresponding consumer reactive response. Based on selective consumers’ environmental awareness mindset, to study different environmental knowledgeable consumer groups with matching preference green advertisement. To determine whether green advertisement will have conflicting response to various environmental knowledgeable groups of consumer. Findings – This research has three major conclusion summary statements: 1.Perceptual advertisement has stronger influential affect than rational advertisement. 2.In order to receive best green advertisement communication feedback, need to attention focus target audience on high environmental knowledgeable consumer groups on marketing delivery. 3.Environmental knowledgeable variance does not affect results, does not affect rational and perceptual advertisement response.
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Li, Chia-Yun, and 李家芸. "The effect of advertisement source, advertisement appeal and information seeking on advertisement by using mobile media." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/34712146395168638124.
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碩士義守大學
管理研究所碩士班
95
The technology nowadays is developed fast, marketers have a lot different choices for communication tools. Marketers need to understand tool’s characteristics more and get know what kind of consumer they approach. Although using mobile phone is popular in Taiwan, to receive advertisement by this media is under-research and under-discussed. This study attempts to invesgate the effects of advertisement source (network users or official company), advertisement appeal (rational or emotional) and information seeking way (active or passive) on advertisement and uses the involvement of mobile phone as an intervening variable. Two hundred and ninty two graduate and undergraduate students participated in the experiment. The experimental results showed that: (1) The influence of official company on advertisement was more significant than net work users. (2) When the advertisement was made by network users, the influence of rational appeal on advertisement effect was more significant than emotional appeal. (3) The influence of the way consumer seeking information on advertisement effect was not significant. (4) After seeing the experiment advertisement, the high-involvement mobile phone users had more purchase intention and action then the low-involvement.
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Hsiu-Feng, Lin, and 林秀鳳. "A study of Female Models on Advertising Effect--The Moderation of Male Models and Advertising Appeal." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/37763323080665968392.
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碩士輔仁大學
織品服裝學系
93
Advertisement is an important tool that marketing often to use for communication, and the advertisement model grows to be a familiar type. It becomes a key of matter to success or failure in whether proper or not to position the model in advertisement. This research is based on female model in different nationalities (eastern, western) to be the “Independent Variable”, approaching the impact upon advertisement effect. Meanwhile, this study also mixed with the male model in different nationalities (eastern, western) and various kinds of advertisement claims (function, symbolic) to be the “Moderator Variable”, finding out the interaction impact upon advertisement effect. It is being a reference for the practical field draws up the advertising policy. This study adopts experiment method evaluating the object of “underwear advertisement” designed with ten edition experiment groups focusing on “advertisement model” as a steerable test variable. The data were analyzed mainly by analysis of variance (ANOVA) and t test. The results are listed as follows : 1. It has the better effect to use western female model compares to use eastern female model in advertisement. 2. It has the better effect in using western female model collocates with western male model compares to collocate with eastern female model in advertisement. 3. It has no apparent influence on the advertising effect for the interaction of advertisement demands for female model (eastern, western) collocates with functionality or experience. The result of this study will provide relevant suggestions to marketing officers for reference.
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Wang, Yunchuan, and 王韻荃. "The Effect of Virtual Avatars’ Facial Appearance, Lip-Synchronization, and Sex Appeal upon On-line Advertisements." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/72003941051985719452.
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碩士國立臺北大學
企業管理學系
99
The prior researches have shown that utilizing avatar resulted in positive advertisement effectiveness, but seldom have investigated the features of avatars. To fill the research gap, this study synthesizes three dimensions of virtual spokes-characters, including facial appearance, lip-synchronization, and sex appeal. The features are used to comprehend the effect of online advertising including consumer trust, ad attitudes, and purchase intention. Furthermore, this study can discover what type of animated avatars the consumer prefers, and aid companies in establishing the correct animated avatars for customers in online advertising. The main experiment includes eight conditions, in which each character has a different facial appearance (human-like vs. cartoon-like characters), lip-synchronization (mature vs. childlike voice), and the degree of sex appeal (high-degree vs. low-degree), presenting a hedonic animated on-line advertisement. Using analysis of variance (MANCOVA) to analyze the data and examine the effects of avatars types on advertisement effectiveness. This study confirms that three features of avatar can result in encouraging consumer trust, advertisement attitude, and purchase intention.
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Pan, Yi-Jie, and 潘怡潔. "The Effect of Social Media Richness, Advertising Appeal on Social Media Advertising：A Case Study of Facebook." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/3nd8ry.
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碩士國立高雄第一科技大學
行銷與流通管理研究所
103
With the development of multimedia times, the single communicate channel on the internet becomes the two-way communicate, and the most popular social networking sites recently is Facebook. Facebook''s interactive features not only strengthen interaction between people but also inspire companies and brand managers to use the fan page on Facebook.The Fan page becomes a new media channel to communicate with customers. Companies and brand managers can post the content of advertising and communicate with customers through the fan page. In addition, the form of the post can show by words, pictures and videos. It makes managers strengthening their advertising effectiveness through the diverse form of the post. The aim of this study is explore different advertising appeal (i.e. two types: rational and emotional),media richness (i.e. three levels: low, medium and high), and customer''s different product involvement (i.e. two levels: low and high) to advertising effectiveness. This study tries to figure out the different effect of advertising in fan page, and use "advertising memory","attitude toward advertising", "buying intention", "share intention" to measure adverting effectiveness.ANOVA analysis confirmed some advertising effects such as advertising appeal, media richness and product involvement. This study''s results show that emotional appeal''s memory effect is better than rational appeal, and high media richness has the best effect of share intention. In conclusion, the managers of company and brand of facebook should base their goal to choose the best advertising effectiveness of post form.
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Chen, Tze-Ling, and 陳姿伶. "The advertisement effect upon self-monitoring, advertisement appeal and media types---take male cosmetics for example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/8yrej2.
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碩士國立交通大學
傳播研究所
94
ABSTRACT Most of the objects in cosmetics studies are females but a little male. In this research, we focus on males who are 20 to 30 years old to probe into the advertisement effects upon self-monitoring, advertisement appeals and media types. Moreover, we compare the differences between television and internet. The study design is Laboratory Experiment, we choose the male students in National Chiao Tung University who are 20 to 30 years old as the samples of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are self-monitoring, advertisement appeals and media types. By these three variables, the experiment group is separated into eight experimental groups. Then the different communication effects upon these eight groups are the aim that this study desires to find out. The combination of these three variables is the significance of this study. After using statistical analyzing, three conclusions can be found out. First, the effects on attitude toward advertisement (aad) when the objects of high self-monitoring face on emotional and the low self-monitoring objects face on rational advertisement. Second, the effects on attitude toward brand (abr) and purchasing inclination (pi) while no matter emotional or rational advertisements show on internet. Third, the effects on attitude toward brand (abr) and purchasing inclination (pi) when the objects of high self-monitoring face on emotional and the objects of low self-monitoring face on rational advertisement which show on internet. Key Words：male cosmetics, self-monitoring, advertisement appeal, media types, advertisement effect
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LEE, CHU-TING, and 李筑婷. "Brand, appeal type and product detail page design — The effect of mental imagery and psychological ownership." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/u52cws.
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碩士東吳大學
心理學系
105
While the product detail page of an online store is likened to the merchandise display of a physical store, online shoppers are unable to touch and feel products when shopping over the Internet. Product pictures on the product detail pages are one of the main sources of information for product evaluation, resulting in a strictly visual mode of shopper-product interactions. Product pictures convey important information concerning product attributes (details on looks and functions) and benefits (what the product is good for). Previous studies, however, have scarcely looked into how these two types of information of product pictures can affect product attitude and purchase decisions. This study investigates how the appeal type of product images (attribute-based vs. benefit-based) influences shoppers’ attitudes and purchase intention toward a product as well as the mediation of this process by the vividness and elaboration of mental imagery and psychological ownership. This study also clarifies how these different effects could be modulated by brand awareness of the product. The results shows that, for well-known brands, appeals of product images affect shoppers’ attitude and purchase intention via sequential mediation of this process by the elaborated imagery and psychological ownership. Attribute-based appeals, in contrast, appear to more effectively increase elaborated imagery. For less-known brands, vivid imagery, elaborated imagery and psychological ownership all mediate the effect of attribute- and benefit-based appeals on shoppers’ attitude and purchase intention. The results provide clear implications for product detail page design by showing that attribute-based appeals are critical for well-known brands while benefit- and attribute-based appeals are both useful for less-known brands. Product pictures devised as such may facilitate imagery that positively predicts both purchase intention and product attitude of shoppers directly or via psychological ownership.
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Siao-ManYang and 楊小漫. "The Influence of Advertising Appeal on Advertising Effect- The Moderating Role of Cosmopolitan and Product Category." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/13944595983883724173.
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Lin, Mei-Yin, and 林美吟. "A Study of Effectiveness of Altruism/Self-Interest Green AD Appeal: Moderating Effect of Green Life Style." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/03038920868384017453.
Full textAbstract:
碩士淡江大學
國際貿易學系國際企業學碩士班
97
Due to the global warming becomes seriously, everyone set off the Green Life wave. From consumers, the government and firms, each person is committed to green consumption. So many marketers investigate the green market potential unlimited, they launch variety of Green Advertising Appeals to attract consumers’ attention. The study used common structures：Advertising Attitude、Brand Attitude、Purchasing Intention to measure Advertising Effectiveness, and to discuss the Altruism/Self-Interest Green Ad Appeals how to effect the Ad’s Effectiveness. Consumers having different environmental values and life styles have different eco-consumption behavior (Fraj and Martinez, 2006), so the study also discussed different Green Life Styles consumers how to make their Ad’s Effectiveness difference, and at the same time, the study took the Green Life Styles as a moderator to measure whether the Ad’s Effectiveness between different types Green Ad Appeals and different Green Life Styles is different or not.We applied Experimental Design to analyze the valid response data. The major findings of this study were as follows: 1、Green Ad Appeals did produce the better Ad Effectiveness, especially significance in Ad Attitude and Brand Attitude. 2、We can truly take Green Life Styles as an effective segmentation variable.
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Yang, Jing-Wen, and 楊景雯. "The Effect of Celebrity Endorsement on Consumers\' Willingness to Purchase - Advertising Appeal and Product Involvement as Moderators." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/864e5y.
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碩士國立彰化師範大學
企業管理學系
107
This study mainly explores the relationship between celebrity endorsements and consumers' willingness to purchase. In order to gain a foothold in consumers' minds, various companies attempt to use a variety of advertising methods to influence consumer behavior. In addition to deepening consumer impressions, they also effectively promote Consumers' willingness to purchase. In view of the fact that celebrity endorsements can influence consumer behavior in the past, this study divides celebrity endorsements into three dimensions: attractiveness, professionalism, and reliability, and adds advertising appeals to rationality and sensibility and product involvement. Explain the interference variables. This study uses the Adidas sports shoes products endorsed by Eddie Peng as the target. The questionnaires are distributed on the online community platforms Facebook and Instagram. The respondents are asked to complete the advertisements and then fill in the 233 copies and deduct the invalid questionnaires. After the meal, a total of 231 valid questionnaires were used to further analyze the regression results using SPSS19.0. According to the results, celebrity endorsements can positively influence consumers' willingness to purchase, and advertising appeals also have interference effects between the two. On the contrary, product involvement has no significant interference effect in this study. This study also provides management implications that hope to help companies in marketing. It is influential for companies to adopt celebrities to endorse products, and it can enhance consumers' willingness to purchase. Celebrities are highly credible, especially when consumers are highly attractive and reliable, regardless of whether they are plausible or sensible. Finally, this study also proposes many future research proposals for research restrictions for future research related fields.
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Tsai, Chun-Chen, and 蔡淳禎. "Can Hand Play Magic? Influences of Hand-Holding Appeal, Food Type and Contamination Effect on Food Advertising." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/04624981329486068148.
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碩士國立中山大學
國際經營管理碩士學程
104
This research examines whether different hand-holding appeals in food advertising would raise perceived food contamination which affects the evaluation toward the advertised product. We classify hand-holding appeals into three types: imaginary hand-holding with verbal description, visually hand-holding the food directly, and visually hand-holding the food with its package. Food type (vice vs. virtue) is further proposed to moderate the effects of hand-holding appeal in food advertising. Three experiments using chicken wrap, cup cake and orange beverage as tested products are conducted. In each experiment, a 4 (hand-holding appeal type: imaginary hand-holding with verbal description vs. visually hand-holding the food directly vs. visually hand-holding the food with its package vs. no hand display) x 2 (food type: vice vs. virtue) between-subjects design is developed. When the food is perceived as virtue, advertising effects are strongest when the ad is presented with imaginary hand-holding with verbal description, and which is significantly differed across the ad with visually hand-holding the food with its package and the ad is presented with imaginary hand-holding the food directly. When the food is perceived as vice, advertising effects are strongest when the ad with imaginary hand-holding the food directly, and which is significantly differed across the ad with imaginary hand-holding with verbal description and the ad presented with visually hand- holding the food with its package. The contamination effect is found as the underlying mechanism behind the aforementioned phenomena.
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Yi-Lun, Lee, and 李宜倫. "The Comparison of the Influence of Advertising Appeal and Advertising Media Type on Advertising Effect between Taiwan and China." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/52872073526482602738.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士班
93
Advertisement is the most important and commonly used ways in marketing activities. The purpose of advertising is to deliver and promote information of products or services to consumers. Different appeal, media and advertising products can result in different advertising effects. The purpose of this study is to explore the different advertising effects resulted from different kind of advertisement. The variables in this study include advertising appeal (rational & emotional) and media type (print ads & TV commercials) as independent variables; advertising effects (advertising attitude & product attitude) as dependent variable and product involvement (high & low) as mediating variable. Finally, another test was performed to examine the relationship between advertising effects and purchase intention. The samples in this study consist of consumers in Taiwan and China, and all subjects were asked to finish the same questionnaire, contains the advertisement of cellular phones and instant noodles. The results are listed below: 1.Results show that different advertising appeals (rational & emotional) result in different advertising effects. 2.Results show that different media type (print ads & TV commercials) result in different advertising effects. 3.As a mediator, the involvement causes some mediating effects in the effects above. 4.The advertising effects were positively related with the purchase intentions.
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Chen, Shu-chen, and 陳淑貞. "A Research on the Advertising Effect of Headline and Appeal to Anti-Nuclear Power: Using Facebook as a Platform." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/84ddn9.
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碩士世新大學
新聞學研究所(含碩專班)
103
For recent years, people use “facebook” as a start or hotbed to promote many social movements and issues domestically and overseas. Besides, nuclear issue has become one of public issues valued by people in Taiwan is because Taiwan is in a high tsunami risk areas. Due to the above, this study takes “facebook” as a platform and the use of social marketing concept of the anti-nuclear issue to analyze the difference which is if it will cause huge effect to the target audience ─undergraduate. In this study, there are two important observations. One is that if it will make the difference for the undergraduates to click in the ways of anti-nuclear presented by news style, interrogative style and imperative way. In this observation, we also take the sex distinction as the interference variable to research in detail. The other is that if it will make the difference to the undergraduates in the ways of anti-nuclear presented in fear style and humorous style. The main measure of advertising effectiveness is based on advertising attitude, product attitude and behavioral intentions as a research observation of the facets. In this face, we also further added the sex distinction in objectives and the degree of involvement as interference variables in order to further understand the different types of advertising appeals on advertising effectiveness differences. While studying, we mainly use paper questionnaire and convenient way of sampling for the undergraduates by recovering 214 valid questionnaires, and conduct research and analysis through Dependent Samples T test. The results show that in terms of the title for the whole undergraduates, the click willingness of "news style" and "imperative style" is significantly higher than "interrogative style". For male undergraduates, there is no difference among the three types of title by adding gender factors. But for female undergraduates, there is huge difference among the "news style", "imperative style" and "interrogative style". In addition, the "interrogative style" is higher than "news style" and "imperative style". In terms of advertising appeals, both for the whole undergraduates or for different gender and degree, the "fear style" makes no difference from "humorous style" in anti-nuclear topic but it does better in "product attitude", "behavioral intentions" or overall "advertising effect". Finally, the study points out that the "new style" and "imperative style" makes it easier to cause the undergraduates click willingness than the "interrogative style" of anti-nuclear issues on facebook in respect of title. But in the respect of text, the "humorous style" and "fear style" do better to achieve the convince effect in the anti-nuclear issue.
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Hsu, Ming-Chih, and 許名志. "The Influence of Spokesperson’s Persuasive and Advertising Appeal to The Advertisement Communication Effects－the Moderate Effect of Advertising Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/10535322897994386200.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
98
As consumers change food culture, coffee has already become the necessities in our life. Therefore, coffee market was growing up vigorously. However, more and more consumers want to pursue a cheap but high quality goods in a limited budget. Therefore, many stores pushed their reasonable price of freshly brewed coffee to attract consumers. The fastest way is to use the advertising marketing media to marketing their products. Therefore, this study investigated the effect of what advertising can be the best ads, fo-cus on the investigation of the influences of advertising spokesperson, advertising ap-peals and advertising evolvement upon advertising effect. In this study, we sent 600 copies of questionnaires. Containing with 456 valid questionnaire at 76% effective return rate. After analyzing all of the variables, shows endorser persuasive has a positive impact on advertisement communication effects that means the characteristics of the endorsers of attraction and profession are helpful to the advertising effectiveness. The appeals of advertising have a positive effect on adver-tisement communication effects that means emotional appeal and reasonable appeal are effective to the advertisements. Moreover, the study includes the advertising involve-ment as a extraneous variables. The endorser persuasive has a positive impact on adver-tisement communication effects, but advertising appeals are not. According to the re-sults, we will discuss the theories and practicality and recommend for further research.