| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士在職專班 === 107 === Advertising has always been a major lifeline for cosmetic brands, and this study seeks to increase its effectiveness. Using the elaboration likelihood model (ELM) as a theoretical basis, this study hypothesizes that when cosmetic brands produce advertisements for skin care products, rational and emotional appeals in such advertisements will have different effects on consumers with different levels of involvement with such products.
This study focused on print advertisements for cosmetic and skin care products, and targeted women aged 16 to 55 in the Greater Taipei Area with questionnaires. The experiment accumulated in 219 viable samples from 246 answered questionnaires, of which there were 147 subjects with high levels of involvement with the subject and 72 with low levels of involvement. Using rational and emotional appeal as the variable factor, quantitative analysis was conducted through SPSS version 24.0 with the following methodologies: Narrative statistical analysis, cluster analysis, Pearson chi-square verification, and independent sample t-test, etc. Depending on their level of involvement, consumers respond to advertisements through the central or peripheral route of the ELM, indicating no significant impact on the advertising effect (including communication effect, sales effect).
This study concludes that using the ELM as a theoretical framework is not completely appropriate for advertising skin care products, especially in terms of sales effects. In practical terms, the best way to increase sales effects is to strengthen a brand's rational appeal, regardless of whether it's targeting high- or low-involvement consumers. To consolidate an existing consumer base, strengthening rational appeal emphasizes information on a product's function, utility, and use through mediums such as membership publications, VIP direct marketing, product brochures, etc. For low-involvement consumers, emotional appeal can be strengthened to improve brand recognition, introduce new products, and open new consumer demographics via promotional materials, billboards, and sales counter promotional items.
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