The contextual effects of the former ad on consumers' evaluations of the latter ad

碩士 === 國立政治大學 === 企業管理研究所 === 92 === The purpose of this study is to investigate the contextual effects the former ad will exert on the evaluation of the latter ad, under different consistency of appeals and branding strategies between these two ads. Moreover, the message type in the latter ad and...

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Main Authors: Yang, Hungchi, 楊泓極
Other Authors: Bei,Lienti
Format: Others
Language:zh-TW
Published: 2004
Online Access:http://ndltd.ncl.edu.tw/handle/60353501363038993795
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spelling ndltd-TW-092NCCU51210562015-10-13T15:06:39Z http://ndltd.ncl.edu.tw/handle/60353501363038993795 The contextual effects of the former ad on consumers' evaluations of the latter ad 前置廣告之背景效果對消費者評價後置廣告之影響 Yang, Hungchi 楊泓極 碩士 國立政治大學 企業管理研究所 92 The purpose of this study is to investigate the contextual effects the former ad will exert on the evaluation of the latter ad, under different consistency of appeals and branding strategies between these two ads. Moreover, the message type in the latter ad and the product knowledge of the participants are also discussed to understand how they could moderate the above assimilation or contrast effects. Digital camera and facial cleanser are selected as the test product categories. In the digital camera category, SONY was chosen as the brand of the former ad. SONY-Master (sub-brand condition) and DigiXpert (virtual brand condition) were the brands of the latter ads. In the facial cleanser category, DOVE was chosen as the brand of the former ad. DOVE-Scent and AROMA were the brands of the latter ads. A 2 (appeal consistency: high versus low)×2 (message type: deep cue versus surface cue)×2 (product knowledge: high versus low) factorial experimental design was applied on 984 college student samples. The main effect of the appeal consistency suggested that when the latter ad carried the virtual brand and under the condition of high appeal consistency between two ads, participants’ evaluation of the latter ad on the dimension of the former ad appeal showed an assimilation effect. On the other hand, participants’ evaluation of latter ad on the dimension of the former ad appeal, under the condition of low appeal consistency between two ads and with a virtual brand, revealed a contrast effect. The above effects occurred in both product categories. When product in the latter ad used a sub-brand strategy, participants’ evaluations of the latter ad on the dimension of former ad appeal were similar to those when the latter ad carried the virtual brand. The only exception was the high appeal consistency condition in facial cleanser category, under which participants’ evaluations revealed a contrast effect. In general, this study suggests the advertisers who have multiple brands, such as P&G, pay attention to the contexts of ads. With their powerful bundle media purchase, they are granted with more influence over the contexts. Marketers should take this advantage to enhance ad effects or avoid mutual damage between brands. Finally, advertisers could also adjust the message type of the ad appeal according to the product knowledge of consumers to moderate the above contextual effects. Bei,Lienti 別蓮蒂 2004 學位論文 ; thesis 0 zh-TW
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language zh-TW
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description 碩士 === 國立政治大學 === 企業管理研究所 === 92 === The purpose of this study is to investigate the contextual effects the former ad will exert on the evaluation of the latter ad, under different consistency of appeals and branding strategies between these two ads. Moreover, the message type in the latter ad and the product knowledge of the participants are also discussed to understand how they could moderate the above assimilation or contrast effects. Digital camera and facial cleanser are selected as the test product categories. In the digital camera category, SONY was chosen as the brand of the former ad. SONY-Master (sub-brand condition) and DigiXpert (virtual brand condition) were the brands of the latter ads. In the facial cleanser category, DOVE was chosen as the brand of the former ad. DOVE-Scent and AROMA were the brands of the latter ads. A 2 (appeal consistency: high versus low)×2 (message type: deep cue versus surface cue)×2 (product knowledge: high versus low) factorial experimental design was applied on 984 college student samples. The main effect of the appeal consistency suggested that when the latter ad carried the virtual brand and under the condition of high appeal consistency between two ads, participants’ evaluation of the latter ad on the dimension of the former ad appeal showed an assimilation effect. On the other hand, participants’ evaluation of latter ad on the dimension of the former ad appeal, under the condition of low appeal consistency between two ads and with a virtual brand, revealed a contrast effect. The above effects occurred in both product categories. When product in the latter ad used a sub-brand strategy, participants’ evaluations of the latter ad on the dimension of former ad appeal were similar to those when the latter ad carried the virtual brand. The only exception was the high appeal consistency condition in facial cleanser category, under which participants’ evaluations revealed a contrast effect. In general, this study suggests the advertisers who have multiple brands, such as P&G, pay attention to the contexts of ads. With their powerful bundle media purchase, they are granted with more influence over the contexts. Marketers should take this advantage to enhance ad effects or avoid mutual damage between brands. Finally, advertisers could also adjust the message type of the ad appeal according to the product knowledge of consumers to moderate the above contextual effects.
author2 Bei,Lienti
author_facet Bei,Lienti
Yang, Hungchi
楊泓極
author Yang, Hungchi
楊泓極
spellingShingle Yang, Hungchi
楊泓極
The contextual effects of the former ad on consumers' evaluations of the latter ad
author_sort Yang, Hungchi
title The contextual effects of the former ad on consumers' evaluations of the latter ad
title_short The contextual effects of the former ad on consumers' evaluations of the latter ad
title_full The contextual effects of the former ad on consumers' evaluations of the latter ad
title_fullStr The contextual effects of the former ad on consumers' evaluations of the latter ad
title_full_unstemmed The contextual effects of the former ad on consumers' evaluations of the latter ad
title_sort contextual effects of the former ad on consumers' evaluations of the latter ad
publishDate 2004
url http://ndltd.ncl.edu.tw/handle/60353501363038993795
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