The Effects of Fit between Service Types and Advertising Appeals on Attitude toward Service -The Role of Need for Cognition

• Main Authors: Chu Wang, 王筑
• Other Authors: YU-CHI WU
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/th28bv

碩士 === 國立高雄大學 === 經營管理研究所 === 103 === Some researchers pointed out that the emotional appeal in advertising has more positive effects on the consumer attitude toward the advertisements than non-emotional/rational appeal in advertising. However, based on the perspective of regulatory fit theory, this study argued that the using emotional or rational appeal in advertising should depend on service types. Thus, the first purpose of this study is to investigate whether there is fit between service types and advertising appeals. For a customer, need for cognition have been consistently found that this characteristic to be predictive about the manner in which individuals deal with tasks and social information, and individuals with a high need for cognition tend to enjoy concentrated cognitive efforts. Thus, the second purpose of this study is to explore whether customer need for cognition would moderate the relationship between service type-advertising appeal fit and customer preference toward the service or not. An experiment in a 2 (service types: utilitarian service vs. hedonic service) x 2 (appeal in advertising: emotional appeal vs. rational appeal) factorial design is conducted to examine these effects on the fit. Questionnaires were distributed to undergraduate students from a university in Taiwan. Participants are randomly assigned to one of the four scenarios, and 137 valid questionnaires were collected. Two-Way ANOVA is implemented to analyze the data. The experimental results showed that the advertising appeals should “match” the service types. Furthermore, the relationship between fit and attitude toward service was moderated by the customer’s degree of NFC. This study takes individual difference of customers (e.g., need for cognition) into account in the proposed model, and applies the regulatory fit theory to provide the explanations for the suitable combinations between service types and advertising appeals. This may add to the current understanding of the regulatory fit theory literature. In practice, the findings of this study may help the service providers attract customers by presenting a good fit between service types and advertising appeals.