The Effects of Adding Irrelevant Attributes, Product Categories and Information Loading Level on Advertising Effectiveness and Product Evaluation.

• Main Authors: Lin,Kuei-Yu, 林奎佑
• Other Authors: Chang,Chung-Cho
• Format: Others
• Language: zh-TW
• Published: 1996
• Online Access: http://ndltd.ncl.edu.tw/handle/53680609052713255345

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.