The Classical Conditioning Effect of Fear Appeal Advertisement─ Based on Assimilation-Contrast Theory

• Main Authors: Chi-Ting Ko, 柯琪婷
• Other Authors: Chia-Ching Tsai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39852531945860234222

碩士 === 雲林科技大學 === 國際企業管理研究所 === 99 === There are many researches about fear appeal advertisement but not many of them discussed about the conditioning effect. In recent years, climate anomalies occurred globally and related disasters frequently take places that forces people to pay more attention toward issues related to environmental protection and carbon reduction and energy saving. Thus, the research aimed to discuss the fear appeal conditioning effect by the method of experiment focused on public service advertisement of green consumption. Furthermore, the degree of people concerning about the product would be varied due to the involvement when designing advertising messages. And, the consumer’s involvement would effect the involvement toward ad messages. Similarly, there are assimilation (acceptance) or contrast (Denial) that audiences would have toward new messages in their attitude when the relative advertising messages are newer according to the viewpoint of assimilation contrast theory. That is to say, there is difference occurred in people’s receptivity toward new things. Thus, Study 1 in this research, discuss the effect of product attitude of conditioning (conditioning, non-conditioning) and involvement (high involvement, low involvement). Study 2, discuss the effect of product attitude of conditioning (conditioning, non-conditioning) and receptivity (high receptivity, low receptivity) with the viewpoint of assimilation contrast theory and form a 2 × 2 = 4 factorial design. The results of Study 1 are as follows: (1) Conditioning does have a significant impact on product attitude. The product attitude of conditioning group was significantly lower than non-conditioning group. (2) Involvement also has a significant impact on product attitude and the high involvement group was significantly higher than the low involvement group. (3) There is significant interaction between conditioning and high and low involvement. That is, low-involvement subjects have significantly higher product attitude than those with high involvement under the conditioning condition. In non-conditioning situations, high-involvement subjects have significantly higher product attitude than those with low involvement. In addition, the product attitude can be affected in fear appeal advertisement by effective conditioning process regardless the subjects’ high and low involvement product. The results of Study 2 are as follows: (1) Conditioning does have a significant impact on product attitude. The product attitude of conditioning group was significantly lower than non-conditioning group. (2) Receptivity also has a significant impact on product attitude and the group of low receptivity was significantly higher than the group with high receptivity. (3) There is significant interaction between conditioning and receptivity. That is, subjects with low receptivity have significantly higher product attitude than those with high receptivity under the conditioning condition. In non-conditioning situations, subjects with low receptivity have significantly higher product attitude than those with high involvement. (4) Under the condition of low receptivity, there is significant different between the conditioning group and non-conditioning group. The product attitude of conditioning group is significant lower than it is in non-conditioning group. Under the condition of high receptivity, there is no significant product attitude between conditioning group and non-conditioning group. Finally, Study 1 and 2 all confirmed that fear appeals can also be effective by conditioning. That is, the target audiences’ product attitude can be effectively reduced.