| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 94 === A large proportion of nonprofit world is engaged in marketing strategies designed to get individual, groups, or entire nations to change their behavior in ways that the marketer believes are good for the target market or for society as a whole. Governments and many nonprofit organizations are involved in marketing ideas and causes in order to change the behavior of certain groups or individuals. Then, the social behavior marketing provides them guidance on how to get people to do what they do not want to do, or not to do what they want to do. But how do they develop and disseminate persuasive messages and usefully? It’s is still a difficult problem. So the purpose of this research is to findi a useful method to circulate social ideas to objects and change their attitudes and behaviors.
Thus, the research objectives of this paper are want to explore that (1) whether there are different idea communication effects when give different reference point message present orders to audiences; and (2) whether there are different idea communication effects when give different reference point message present orders in different ideas; and (3) how the changes of audiences’ assimilation-contrast area will be when they received different presented order of reference point messages, that means, to examine whether the assimilation-contrast area is an independent variable; and (4) whether audience’s cognition, attitude, and behavior intention will be changed when the presented reference point messages by different order fell into their assimilation-contrast area, that is mean, whether the assimilation-contrast area is an intervening variable, finally proposed the communication strategies of idea marketing according to the results of this study.
This research discusses the presented order of reference point and audiences’ assimilation-contrast area on idea communication effect. There are 4 treatment design（2 order, 2 idea behavior）and this study used the Likert 5-point to design the main questionnaire, and 160 subjects were participated in this study and each subject received questionnaire randomly and answered the one questionnaire of 4 situations. There are 3 effects in this study: (1) the results on idea communication effect between Altruism and Egoism are existed differences evidently, and there would be easier to change audiences’ idea cognition, but it may be more difficult to change audiences’ idea attitude and idea behavior intention; (2) in Egoism, DITF (door-in the-face) would be the more useful order of reference point than FITD (foot-in-the-door) in idea communication, and when audiences receive the FITD (DITF) order of reference point, there would be produced recency (primacy) effect; (3) when reference point fell into the accepted area, the audience would trust the reference point easier, and there would be produced the better idea communication effect when the reference point is over audiences’ expectation (the point fell into audiences’ positive-rejected area), and audience’ assimilation-contrast area will shift following the reference point (anchor effect).
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