| Summary: | 碩士 === 國立臺灣師範大學 === 管理研究所 === 104 === It’s popular using second person to present the content of advertisement in marketing techniques. Designing of contents that induce consumers to simulate past or future events that are relate to themselves. Those advertisements inducing self-related events called self-reference advertising. After collecting and analyzing the advertisements in domestic market, we found self-reference advertising is used frequently. But there is so little attention to self-referencing advertising. Based on this reason, the main study is when consumers receive self-referencing advertising presented promotion-based message or prevention-based message, and manipulate the valance of goal framing (positive or negative), if it will induce different anticipated emotions, how argument quality (strong or weak) affects brand attitude?
The experiment adopts three-factor between-subject factorial experimental design, 2(message regulatory focus: promotion-based message vs. prevention-based message) × 2(goal framing: positive framing vs. negative framing) × 2(argument quality: strong argument vs. weak argument). The main dependent variable is brand attitude. The analysis results revealed the following. (1) Message regulatory focus impact on brand attitude directly. (2) Under promotion-based message, strong argument and weak argument have no difference on brand attitude. (3) Under prevention-based message, strong argument showed better brand attitude than weak one.
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