Argument Strength and Product Attribute: The Effect of Mental Simulations on Native Advertising

• Main Authors: Huang, Bo-Wei, 黃柏巍
• Other Authors: Lin, Hui-Fei
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/gg2333

碩士 === 國立臺灣師範大學 === 大眾傳播研究所 === 107 === Due to the non-intrusive and low recognition of native ads, the click-through rate is much higher than that of traditional banner ads. However, the number of click-through rate does not mean that consumers are really favored. This study aims to explore whether the design of the cognitive-oriented in the native advertisement might generate better advertising effects. An experiment with a 2（Mental simulations: process-focused vs. outcome-focused）x2（Argument Strength: strong vs. weak）x2（Product Attribute: hedonic vs. utilitarian）between-subject design was conducted to identify the impact of consumer perceptions and purchase intention on native advertising. The experiment results show that (1) Native advertisement using utilitarian attribute generates a better product attitude than hedonic attribute; (2) In the native advertisement, the use of strong argument generates a better effects than the weak argument; (3) In the native advertisement of utilitarian attribute, the use of outcome-focused mental simulation generates a better advertising attitude; (4) In the native advertisement of utilitarian attribute, the use of strong argument generates a better product attitude; (5) In the native advertisement of mental simulation design, the use of strong argument has a better advertising attitude.