目標導向與廣告比較方式對說服效果之影響

Abstract

本研究以調節焦點理論為基礎，旨在探討消費者之目標導向與廣告之正負比較方式是否會在說服效果上產生交互作用。研究中所探討之說服效果有三：（1）消費者對目標品牌、競爭品牌二者間在品牌態度上的知覺差距；（2）廣告訊息之診斷性；（3）廣告態度。本研究採2 (目標導向：促進焦點、預防焦點) x 3（廣告比較方式：正面比較vs. 中度負面比較vs. 極度負面比較）之組間實驗設計。 研究結果發現，消費者之目標導向與廣告比較方式在說服效果上的確會產生交互作用。與被促發預防焦點的消費者相較，當廣告採取正面比較方式時，被促發促進焦點的消費者對目標品牌與競爭品牌在品牌態度上所產生之知覺差距較大、並知覺到較高的訊息診斷性及擁有較佳的廣告態度；與被促發促進焦點的消費者相較，當廣告採取極度負面的比較方式時，被促發預防焦點的消費者對目標品牌與競爭品牌在品牌態度上所產生之知覺差距較大、並知覺到較高的訊息診斷性；當廣告採取中度負面比較方式時，被促發促進焦點與預防焦點的消費者二者間之說服效果並無顯著差異。本研究之研究結果大致符合預期，且研究結論在學術及實務上均具有重要的意涵。

Using regulatory focus theory, this study investigates the interaction effects of goal orientation and comparison valence on persuasion. With three dependent variables—difference perceptions of attitudes toward target and competitive brands, perceived diagnosticity of ad message, and ad attitudes—the author uses a 2 (goal orientation: promotion-focused, prevention-focused) × 3 (comparison valence: positive, moderately negative, extremely negative) between-subjects factorial design. The results show that when comparison valence is positive (excellent vs. good), promotion-focused consumers have higher difference perception of attitudes toward target and competitive brands, perceived diagnosticity and better ad attitudes than prevention-focused consumers; when comparison valence is extremely negative (fair vs. poor), prevention-focused consumers perceive higher difference perception of attitudes toward target and competitive brands and perceived diagnosticity than promotion-focused consumers; when comparison valence is moderately negative (good vs. fair), there is no difference between promotion-focused consumers and prevention-focused consumers. These findings have important implications in academic development and management.