| Summary: | 碩士 === 國立成功大學 === 企業管理學系 === 88 === The purpose of this study is to examine the relationship among types of messages in advertisement、product involvement and the effectiveness of memory reconstruction.
One hundred and sixty undergraduates of National Cheng Kung University participated in this study. A 3 (positive/noncomparative, negative, and comparative) x 2 (high and low involvement) factorial design was used to test the hypothesis and we employ questionnaire to gather data. Orange juice was chosen to be the experiments ad product based upon Braun’s (1999) study. Five levels of orange juice favor were manipulated in order to examine the effect of advertisement message on memory reconstruction. Since memory reconstruction is a relatively new subjective in postpurchase behaviors studies, the primary contribution of this study would be in concept development instead of the precision of measurement for memory reconstruction. The finding of this study concludes the following,
1. For product that is relatively low in product involvement, types of advertising messages ( i.e. positive / noncomparative, negative, and comparative) have significant impact on the effectiveness of memory reconstruction for relative low involvement subjectives. However, types of advertising messages do not exert similar effects on memory reconstruction for relatively high involvement subjects.
2.The measurement of memory reconstruction developed in this study is found to generate similar outcomes as Braun’s (1999) which, in turn, provides as an evidence of the current measurement being an effective one.
3.Generally, either negative or comparative advertising message are more effective than positive advertising message memory on reconstruction for products which are relatively low in product involvement.
The results of this study provide insights to practitioners in developing marketing strategies activities for post purchase. After direct product trials or promotional activities that aim to establish the consumer trial experience, these postexperience advertisements could influence consumers’ memory of this trial experience. This practice might give market followers an opportunity to reflash consumers’ stereotypes of their products or brand. The results of this study propose that the effect of types of advertising messages might be different for prepurchase and postpurchase. Future research could further explore relating subjects in postpurchase behaviors.
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