| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 94 === Different advertising appeals influence on different consumers'' brand attitude. Different advertising appeals want to meet target consumers’ demands. Advertisements often use emotional appeals and rational appeals to affect consumers’ behavior. Advertising messages through consumers’ motivation can affect advertising effect. This study investigates assumed that the different advertising appeals impact on consumers’ attitude toward the brand attitude. Besides, there are two moderator variables, the ELM and sex, which to be considered into the influence to the consumers’ attitude toward the brand. The main results in this study are as follows:
1.For ads with an emotional appeal, feelings directly influence ad credibility, beliefs and attitude and have an indirect influence on attitude toward the brand via ad attitudes.
2.For ads with a rational appeal, ad credibility directly influences feelings, beliefs and ad attitudes. Feelings have an indirect influence on attitude toward the brand via ad attitudes. Beliefs directly influences attitude toward the brand.
3.For ads with an emotional appeal, central routes customer will not have impact on attitude toward the brand. Peripheral routes customer will have impact on attitude toward the brand through feelings via ad attitudes.
4.For ads with an emotional appeal, men will not have impact on attitude toward the brand. Women will have impact on attitude toward the brand through feelings via ad attitudes.
5.For a rational appeal. Both central and peripheral routes consumer has different effect on brand attitude. Central routes consumers’ brand attitudes will be directly influenced through the feelings via ads attitudes, and the beliefs also affect brand attitudes directly. Peripheral routes consumers’ brand attitudes will be indirectly influenced through the feelings via ads attitude.
6.For a rational appeal, sex has different effect on brand attitudes. The male consumers’ brand attitudes will be indirectly influenced through the feelings via ads attitude. The beliefs will affect brand attitudes directly, too. The female consumers’ brand attitudes will be influenced through the feelings directly.
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