| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 91 === The literature indicated that negative affect from compare with high attractive model will be negative related to model expertise and product argument. The negative affect will extend to product evaluations and intensions. The study focuses on the antecedent variable for negative effect in young women viewers.
The process uses three stages experiment method, including first stage: finding the experiment model, the second stage: match up brand image and model’s beauty style in advertising and third stage: formal experiment.
Result suggested that exposure to advertising containing highly attractive model will generate more negative affect than normal attractive model. Reviewers who own high social comparison level will generate more negative affect than reviewer who own low social comparison level. Match up brand image and model’s physical style better or worse will moderate negative affect increasing and decreasing.
Finally, negative affect also mediate the independent variable: model attractive, viewers’ social comparison effect and depending variable: model expertise and product argument evaluation.
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