The Limits Make Positioning Stand Out: The Timing and Mechanism of Effectiveness

• Main Authors: CHEN, WEI-CHU, 陳韋竹
• Other Authors: KU, HSUAN-HSUAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/m2p46t

碩士 === 東吳大學 === 國際經營與貿易學系 === 106 === In recent year, Advertisements become part of our lives and customers are quite familiar with. Because of that, customers are active to search the information they want instead of getting information in passive way. The advertisers in order to get trusts from customers, they begin using two-sided advertisement for their marketing strategy. This thesis is to find out what kinds of advertisements and messages will be more attractive to customers’ attention. Study 1 compare promotion and prevention message with one-sided and two-sided advertisements. Study 2 compare one-sided advertisements without weakness and two-sided advertisements with familiar weakness and unfamiliar weakness. The study found out that when customers are independent self-construal, the promotion message with two-sided advertisements rather than one-sided advertisements will increase perceived product differentiation focus and product attractiveness; two-sided advertisements with familiar weakness rather than one-sided advertisements without weakness and two-sided advertisements with unfamiliar weakness will increase perceived product differentiation focus and product attractiveness. When customers are interdependent self-construal, the prevention message with one-sided advertisements rather than the prevention message with two-sided advertisements will increase perceived product differentiation focus and product attractiveness; one-sided advertisements without weakness rather than two-sided advertisements with familiar weakness and two-sided advertisements with unfamiliar weakness will increase perceived product differentiation focus and product attractiveness.