| Summary: | 碩士 === 國立臺灣大學 === 商學系 === 84 === This study attempts to explore the way that companies use to
improve the purchasing intention and evaluation of commodities
by adding the irrelevant attributes in their advertisements.
Furthermore, under different conditions caused by various kinds
of product categories and different levels of information load,
which direction does the effect shows up after adding the
irrelevant attributes in the products. The study uses three
factorial design ( categorized into 2*3* 2 conditions ) to
manipulate the three independent variables including with/
without the irrelevant attribute, product categories(functional
/symbolic/experiential) and the information loading levels(
overloading/not overloading). The four dependent variables
ought to be measured are the advertising effectiveness (recall
and attitude toward advertising advocacy) and the product
evaluation. The major findings are as follows: 1. Irrelevant
attributes have significant effects on recall and perceived
quality. Recall and perceived quality are higher when
irrelevant attributes are added. 2. Information load level has
significant effects on recall and attitude toward advertising
advocacy. Recall and advocacy are higher when the information
level is not overloading than it is overloading. 3. Under
information not overloading conditions, recall rate is higher
when irrelevant attributes are added than not be added. Under
information overloading conditions, there is no significant
difference in improving effects between with/without Irr. Attr.
4. Under functional or experiential product category
conditions, perceived quality and purchasing intention are
higher when irrelevant attributes are added than not be added.
Under symbolic product category conditions, there is no
significant difference in improving effects between with/
without Irr. Attr.
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