心理模擬、廣告訴求與產品類別對消費者行為的影響－以美妝產品為例

Abstract

本研究主要探討不同的心理模擬類型下，結合產品類別與廣告訴求兩種變數，來探討其對消費者行為的影響，研究採用實驗設計法，以2(心理模擬類型：過程模擬 vs. 結果模擬)X2(產品類別：搜尋品 vs. 經驗品)X2(廣告訴求：理性訴求 vs. 感性訴求)之三因子設計，透過八種不同的實驗情境，來衡量消費者在不同情境下的廣告效果。 研究結果顯示，廣告中以心理模擬類型中的過程模擬會比結果模擬有更好的廣告效果。且心理模擬類型與產品類別間存在交互作用，當在推廣搜尋品時，過程模擬會比結果模擬有更好的廣告效果。本研究之發現提供企業在進行行銷活動時除了考量產品類別之外，還能考慮廣告中心理模擬的應用，以創造更佳的廣告效果。

The study mainly explores the effect of mental simulation on consumer behavior, incorporated with two moderators: product type and advertising appeal. With the manipulation of different mental simulation, product type and advertising appeal, we conduct an experiment which is a 2(mental simulation: process simulation vs. outcome simulation)X2(product type: search goods vs. experience goods)X2(advertising appeal: rational appeal vs. emotional appeal) factorial design. With the eight conditions, the participants’ intention and behavior are assessed. Results indicate that process simulation presented in the advertisement is more effective to the participants than outcome simulation. Besides, there is interaction effect between mental simulation and product type. When promoting a search good, process simulation is more effective to the participants than outcome simulation. The findings provide marketing insights regarding how to frame mental simulation differently in the promotions while product type is considered.