| Summary: | 碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 102 === This research aims to examine the impacts of regulatory focus, framing effect and ad metaphors on consumers’ ad attitudes. Four hypotheses are proposed in the essay: H1 assumes that for promotion-focused consumers, positively framed ads tend to engender more favorable ad attitudes than negatively framed ads; on the contrary, for prevention-focused consumers, negatively framed ads tend to engender more favorable ad attitudes than positively framed ads. H2 assumes that for promotion-focused consumers, highly metaphorical ads tend to lead to more favorable ad attitudes than low metaphorical ads; in contrast, prevention-focused consumers, low metaphorical ads tend to lead to more favorable ad attitudes than highly metaphorical ads. H3 assumes that, when the ad metaphors are high, consumers tend to engender no differentially favorable ad attitudes toward positively over negatively framed ads, regardless of regulatory focus. H4 assumes that, when the ad metaphors are low, promotion-focused consumers tend to generate more favorable ad attitudes toward positively framed ads than negatively framed ads; in contrast, prevention-focused consumers tend to generate more favorable ad attitudes toward negatively framed ads than positively framed ads. At last, the hypotheses of research will be verified by gathering questionnaires, providing reference for relative research and practice in the future.
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