名人代言之廣告效果研究

Abstract

Essay 1 針對高涉入或高認知需求的消費者採取中央路徑處理訊息，在推敲可能模型理論架構下，廠商應該選擇專家代言的方式傳遞理性訴求，會得到較佳的廣告效果。但是在後設認知理論下，廠商卻應該採取非專家代言方式傳遞理性訴求，才能得到較佳的廣告效果。本研究嘗試解開這看似矛盾的說法，本研究認為這其間的關鍵在於此一名人代言人在廣告中是扮演著訊息傳遞者亦或是訊息接受者的角色，決定了廣告效果的成敗。 實驗1以2X2的實驗設計，並以涉入程度作為干擾變項。研究結果發現在理性訴求廣告中，名人代言人扮演訊息接收者的廣告效果優於訊息傳遞者。同時，涉入程度與訊息傳遞方式有交互作用。亦即當消費者涉入程度越高，名人代言人扮演訊息接收者廣告效果會越優於訊息傳遞者。實驗2以2X2的實驗設計，並以認知需求程度作為干擾變項。研究結果發現認知需求程度與訊息傳遞方式有交互作用。亦即當消費者認知需求程度越高，名人代言人扮演訊息傳遞者廣告效果會優於訊息接收者。 商品本身或廣告訊息容易引起消費者抵抗時，且針對高認知需求消費者應採取後設認知架構理論的策略，名人要扮演訊息傳遞者，才容易提高廣告效果。 Essay 2 廠商必須付出相當高的金額邀請名人為其商品代言，然而過去研究卻著重在從事後的觀點去探究名人代言的經濟價值，因此行銷經理人仍然面對一個不確定的問題，在廣告活動展開前決定付給名人多少代言金才是合理？ 本研究為了填補這樣的實務上的需求，我們提供一個完整且可預測的架構，來協助經理人得到名人代言經濟價值，這個架構可以當成客觀標準去計算代言人合理的代言酬勞。 本研究結果顯示兩個實證研究，證明我們的方法是可以給予行銷經理人一些協助，夠過模式可以在事前估算出名人代言的經濟價值。相關管理意涵與未來研究也一併討論。

Essay 1 According to the theory of Elaboration Likelihood model, using central route method such as expert endorsement to appoach consumers who is under high involement situation may gain better advertising effectiveness. However, refering to metacognition framework, firm may utilzie non-expert endorsement to approah consumer who has a high level of need for cognition may gain better advertising effectivness. Those two theories show a contradictive claims. Thus, in this study, we tried to clarity this conflict agruments. A 2x2 experimental design was used in study 1, and the consumer’s involvement is defined as a moderator variable. The major findings are the advertising effects of using celebrity as message receivers are better than using celebrity as message senders and the interaction effects between the roles of the celebrity and the level of consumer involvement is significant. In study 2, a 2x2 experimental design was utilized. The level of need for cognition is defined as a moderator variable. The major finding is the interaction effects between the roles of the celebrity and level of need for cognition is significant. According to the framework of metacognition, using central route method such as celebrity endorsement as a message sender to approach consumer who is under high level of need for cognition may gain better advertising effectiveness. Essay 2 Firms that choose to include celebrity endorsements in their advertisements are required to pay large sums in advance for these appearances. While many studies in this area have addressed the ex-post economic worth of celebrity endorsements, marketing managers still face uncertainty regarding how much to pay for them. This paper attempts to fill this gap by focusing on predicting the ex-ante economic worth of celebrity endorsements. We propose a comprehensive and predictable framework to measure the potential marginal contribution of celebrity endorsements, which can serve as an objective standard for calculating celebrity appearance budgets. The results from two empirical studies show that our method can guide managers as they attempt to determine how much to pay for particular celebrities. Implications for researchers and practitioners are also discussed.