| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 93 === Fear appeal is always using in public welfare advertisement. The purpose of this research is trying to find a concept to distinguish fear appeal into low or high. Study had pointed out, for service advertisement, marketing personnel must especially emphasize the factual information in the advertisement. So as to service, if the factual information clue level in the advertisement is different, what is the advertising result produced?
This research regards typicality as the criterion distinguished, putting into two parameters, and forms the experiment design among experimenters of 2×2. Author makes four groups of different advertisement altogether, by periodontal disease and fictitious dentist's clinic, and measures the result on its emotion and intention to residents in Chia-Yi city. Otherwise, if experimenters' conscientious health beliefs and self-health care behavior will influence the emotion and intention.
Totally, research grants 300 questionnaires, 271 effective questionnaires altogether in this experiment. The result (1) studied has proved that the manipulation of typicality and factual information cue of this research is successful. (2) Emotional responses and content responses that had been proved were effected by fear appeal. (3) The factual information clue level apparent to the emotion and intention is influenced. (4) There is no interaction which from fear appeal and factual information cue the effects the intention. (5)Conscientious health beliefs apparently influences on the whole emotion attitude and intention attitude. (6) Self-health care behavior only apparently influences on the whole emotion attitude, but does not influences on whole intention attitude.
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