| 摘要: | 從廣告出現至今，已衍伸出非常多樣化的型態，廣告主為了能夠更吸引消費者以及達到更好的宣傳效果而發展出了許多種的廣告型態，根據過去研究顯示，主要分為：（1）訊息型廣告（Informative Advertising），指的是提供描述產品事實訊息的廣告；（2）說服型廣告（Persuasive Advertising），指的是以低價或有利的產品特性使消費者產生期望及偏好，並因此提高了消費者的支付意願；（3）比較型廣告（Comparative Advertising），指的是以另一產品進行比較凸顯出其產品之優點。而在如此多種廣告形態中要如何選擇或詮釋才能真正地達到廣告效果無疑是廣告主們最在意的問題。
在目標傳染和替代目標滿足理論中，觀看者會無意識地採用他人的目標來作為自己的目標，及經歷目標傳染，直到觀看他人達成目標，及經歷替代目標滿足。觀看者可透過觀看廣告中角色追求目標來將目標追求中不同階段的過程、動機、情感和感官體驗連結起來，使得觀看者能夠對於廣告角色的目標及目標相關產品有著相似的感受，而在各種型態的廣告中都可能將廣告內容設定為正向（描述選擇此產品能獲得的利益）以及負向廣告（描述不選擇此產品會造成的損失）。正向的廣告通常會描繪出廣告主角使用廣告產品去達成目標；負向的廣告則通常描繪成廣告主角使用非廣告產品而無法達成目標。此種藉由使用產品達成目標去獲得利益或避免造成損失為主的廣告恰當的能以目標傳染和替代目標滿足理論來做解釋。因此本研究的目的是根據目標傳染和替代目標滿足理論，以廣告內容的正負向作為調節，探討對消費者產品評估之影響。
本研究採用實驗室實驗法，操弄廣告方向（正向或負向）與目標達成與否（目標完成或進行中）。本研究共募集118位受試者成功參與實驗，研究結果顯示，當廣告的訊息框架為正向時，對於可達成該目標之廣告商品，比起廣告中角色完成目標，廣告中角色目標進行中所獲得之產品態度及使用意圖較高，品牌態度則無顯著差異；當廣告訊息框架為負向時，對於可達成該目標之廣告商品，比起廣告中角色目標進行中，廣告中角色目標未完成所獲得之產品態度、品牌態度及使用意圖較高，本研究將提供廣告業者編寫廣告情境的實務建議。
There is a variety of forms been derived since the advertisement has appeared. Advertisers have developed multiple forms of advertisement to attract consumers’ attention and achieve better effect. According to previous research, it is mainly divided into: (1) Informative Advertising, refers to ads that provide information and describing the facts of the product; (2) Persuasive Advertising, refers to take advantage of low-cost or favorable product to generate consumers’ expectations and preference, and thus, increase consumers' willingness to pay; (3) Comparative Advertising, refers to the comparison of two products and magnify the advantages of one’s products. How to choose or interpret in such a variety of advertising forms that can truly achieve advertising effectiveness is undoubtedly the most important issue for advertisers.
Based on goal contagion and vicarious goal satiation theory, while viewers are experiencing goal contagion, they will take others’ goals as their own goals unconsciously, until they go through vicarious goal satiation, which the goal is accomplished. Viewers can experience the motivation, emotion and sensory by watching the role pursue its goal in the advertisement, so that viewers will have the same perception as the role has about the goal and the related products.
In all forms of advertisements, they can all be divided into positive advertisement (describe that the protagonist using the advertised product to achieve their goals) and negative advertisement (describe that the protagonist using non-advertised product and failing achieve the goal). These kinds of advertising that achieve goals by using products to receive benefits or avoid losses can be interpreted by goal contagion and vicarious goal satiation theory.
Therefore, the purpose of this study is to investigate the effect on consumers’ product evaluation based on the theory of goal contagion and vicarious goal satiation, with the positive and negative valence of advertising content as moderators. This research was done by laboratory experimentation to manipulate the valence of advertising (positive or negative) and whether the goal is achieved (goal accomplished or processing). We recruited 118 participants in the experiment. The results of the study show, when watching positive advertisement, compared with that character completed the goal, the product attitude and usage intention of participants are higher when the character keep pursuing the goal, but no differences were found in brand attitude; when watching negative advertisement, compared with that character keep pursuing the goal, the product attitude, usage intention and brand attitude of participants are higher when the character completed the goal. Results of this research can provide strategic recommendations for advertisers in advertising design. |
