| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 96 === This study is aimed to examine the advertising effects through advertising appeal and product attribute in color file ads. And the self-monitoring of consumers is interference variable. The experimental product is “health product of the old people.”
The main objective of this research is to investigate the effectiveness of the three factors-“attitude towards advertisement”, ”attitude towards brand” and “buying action”-under different type of advertising appeals(emotional/rational) and different type of product attributes (expressive performance/instrumental performance). And the self-monitoring of consumers(high monitoring/low monitoring) is interference variable.
This study uses 2 x 2 factorial experimental design. Questionnaire surveys the health product of buyers and users, and 237 valid samples were collected. The data was analyzed mainly by analysis of variance (ANOVA).The results are as follows:
1. There is significant difference at the effect of attitude towards brand under different type of advertising appeals of the copy. The effectiveness of rational appeal is better than emotional appeal. And there is no significant difference during the effect of attitude towards advertisement and buying action under different type of advertising appeals.
2. There is significant difference during the effect of attitude towards advertisement and buying action under different type of product attributes. The effectiveness of expressive performance is better than instrumental performance. But there is no difference at the effect of attitude towards brand under different type of product attributes.
3. There is significant difference during the effect of attitude towards advertisement, attitude towards brand and buying action under different mixes of advertising appeals and product attributes. The interaction effect between type of advertising appeals and product attributes for attitude towards advertisement, attitude towards brand and buying action is also different. Rational appeals match expressive performance attributes can product the best advertising effects. And emotional appeals match instrumental performance attributes can product the best advertising effects.
4. There is significant difference during the effect of attitude towards advertisement, attitude towards brand and buying action under different type of advertising appeals and the interference of self-monitoring of consumers. For high self-monitoring of consumers, emotional advertising appeals can product the best advertising effects. And for low self-monitoring of consumers, rational advertising appeals can product the best advertising effects.
5. There is significant difference during the effect of attitude towards advertisement, attitude towards brand and buying action under different type of product attributes and the interference of self-monitoring of consumers. For high self-monitoring of consumers, expressive performance attributes can product the best advertising effects. And for low self-monitoring of consumers, instrumental performance attributes can product the best advertising effects.
6. By the interference of self-monitoring of consumers, there is no significant difference during the effect of attitude towards advertisement, attitude towards brand and buying action under different mixes of advertising appeals and product attributes.
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