| Summary: | 碩士 === 國立政治大學 === 國際經營與貿易研究所 === 100 === The public welfare issue such as environmental protection doesn’t have rich resources. We have to pay more attentions on the efficiency of environmental protection advertisement.
Griskevicius already indicate that the consumers with different emotions will affect the efficiency of the advertisement. Besides the emotion issue, we believe that different decision- making situations will also affect the efficiency of the advertisement. Finally, we believe “social norms” is another factor which affect the efficiency of the advertisement.
Based on the above discussion, we propose four major research questions:
1.To discuss how the emotions affect the degree of support for environmental protection.
2.To discuss how the decision-making situations affect the degree of support for environmental protection.
3.To discuss how the social norms affect the degree of support for environmental protection.
4.To discuss the interactive effects of emotions, decision-making situations and social norms to the degree of support for environmental protection.
We use the experimental methods and proposed six hypotheses to find out the answer of the above three research questions. Finally, we got five conclusions:
1.If we want to broadcast the ads on a private media, such as internet and TV channels, we should do this during romantic movie. It will be more efficiency.
2.If we want to broadcast the ads on public media, we should choose the horror movie hours. It will be more efficiency.
3.Social norms have a significant influence on the efficiency of the ads. Before we broadcast the ads, we should use the descriptive norms to educate the consumers that the people in the society are all pay attention to the environmental protection issues.
4.Under the private situation and the environmentally friendly society, we should choose the romance movie hours to broadcast our ads. It will be more efficiency.
5.If we want to broadcast the environmental protection ads in a society which is not environmentally friendly, we should use the descriptive norms to educate the people that the people are all very care about the environmental issues.
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