The Impacts of Brand Awareness and Regulatory Focus on Ad Attitudes Toward Innovative Products

• Main Authors: Tai Ming Liu, 劉泰明
• Other Authors: 高登第
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/38736197810542808513

碩士 === 實踐大學 === 企業創新與創業管理研究所 === 96 === With the intensive global competition and the commercialized advanced hi-tech for innovative products in the 21st century, more and more people communicate with each other via mobile phones. Even many consumers own more than two mobile phones for different callers, especially for the businessmen. As a small market as in Taiwan, the competition of the mobile phone market is highly intensive for all brands. There are many advertisements of newly-launched mobile phones in different media vehicles. Are Taiwanese really crazy for purchasing a mobile phone so frequently? Or do the mobile phone manufacturers with high brand awareness believe that customers can accept every newly-launched mobile phone? The mobile phone manufacturers begin to study customer psychology when more and more mobile phones with different designs and functions are available for customers. Regulatory focus theory classifies customers into two types: prevention focus and promotion focus. The study aims to examine how brand awareness moderates the impact of regulatory focus on customer’s ad attitudes. 128 Songshan senior high school students participated in this experimental design; however, 120 out of 128 returned questionnaires were effective. Results indicate that for innovative products with high brand awareness, prevention-focused consumers engender more favorable ad attitudes than promotion-focused consumers. In contrast, brand awareness of innovative products does not affect the ad attitudes of prevention-focused and promotion-focused consumers. Results of this research can be applied to the ad strategy for the mobile phone manufacturers.