Public Advertising Appeals and Involvement impact on Consumer's Emotion、Attention and Advertising Effectiveness

• Main Authors: Yi-Chuen Tsai, 蔡依錞
• Other Authors: Chih-Hung Wu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/50309154703263176781

碩士 === 國立臺中教育大學 === 數位內容科技學系碩士班 === 101 === Because advertising is a business model to convey information, it can be seen everywhere. The social networking platform having many users is no exception, so it has created a new community feature of the business model. The purpose of the study was to investigate the public advertisement should use what the advertising appeal which can arouse consumer’s attention and be willing to click “Like” or ”Share” button, or to make a donation, adoption charity on Social Networks. The study’s materials are a dog-related public advertisements that were divided into three appeals types: rational appeal, emotional appeal and fear appeal. Subject's involvement of dog and public is used Involvement Scale to evaluate. We explored different types of advertising appeals and involvements how impact on advertising effectiveness and related physiological signals respectively. The study combines multiple measurement approaches, using advertising attitude, purchase intention and advertising recall questionnaire scale, with physiological signals (eye tracking, EEG attention and emotional) to mutually verify the results. The results showed that: (1) Emotional advertisement has better advertising attitude and purchase intention, and rational appeal has better advertising recall. The group of consumer having high involvement of dog has better advertisement attitude and purchase intention; the group of consumer having low involvement of dog has better advertisement recall. The group of consumer having high involvement of public welfare has better advertisement attitude and purchase intention; the group of consumer having low involvement of public welfare has better advertisement recall. Women have better advertisement attitude and advertising recall. (2) Rational advertisement has better positive emotions and attention. The group of consumer having low involvement of dog has better positive emotions, and the high involvement group has better attention. The group of consumer having low involvement of public welfare has better positive emotions and brainwave attention. Males have better positive emotions and brainwave attention. (3) Advertising attitude, purchase intention, brainwave attention, sum of saccade paths, number of fixations and frequency of saccade path correlated with each other. Few past studies put the factors that advertising appeals patterns, involvement, emotions, attention and advertising effectiveness together to discuss. In addition, also fewer studies have examined the dog-related public advertisement's recommendation mechanism and advertising effectiveness on social network. Therefore, the study not only provides a new research direction and findings, but also gives managers of Welfare-related fan pages and societies a reference. Expect create a better advertising effectiveness making the benefit of the community.