| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 99 === In today's competitive market, the company developed the product to conform customer expectations and meet their needs actively. In marketing, the advertising is not only the most direct way but also the most popular to convey the general product to the consumer .However, the advertisings are so much that consumers will be selective memory of some of the ads. What kind of product advertising will get better advertising results? This research is based on regulatory focus theory and regulatory fit theory( Higgins ,1997) ,it proposed when messages from advertisement fit consumer’s goal orientation, consumer would have positive attitude toward the object of advertisements .The study discusses What kind of results based on regulatory fit theory would be made according to differences of consumer’s self-monitoring or differences of product category?
This study adopts a 2 (promotion focus & prevention focus)×2(promotion benefit & prevention benefit)between-subjects experimental design and measurement by taking consumer’s self-monitoring scale individually.
The results of the study are in the following：
First, it has better advertising effect toward the advertising attitude, brand attitude and purchase intention when participant goal orientation fit the message benefits on advertising compared to the non-fit situation.
Second, when participant goal orientation fit the message benefits on advertising and their self-monitoring are the high level, compared to the low level, have more degree on the better advertising attitude, brand attitude and purchase intention .
Third, when participant goal orientation fit the message benefits on advertising and the product category is convenience goods , compared to special goods , have more degree on the better advertising attitude, brand attitude and purchase intention.
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