臺灣博碩士論文加值系統

This research was designated with three goals. First, this study is aimed to investigate the influence of advertisement message (central cue) on children’s advertising attitude, belief and consumption intention. Secondly, to investigate the influence of brand (peripheral cue) on children’s advertising attitude, belief and usage intention. Lastly, the research is determined to find out the overall implication of the Elaboration Likelihood Model on children.
The framework of this research is based on Petty and Cacioppos’ Elaboration Likelihood Model. A pretest was first conducted prior to the main study. Hamburger was chosen to represent the low involvement product and cartoon channel high involvement product for the main study. Piaget’s cognitive development stages were employed in choosing suitable subjects for the main study. A 2 (involvement: high or low) × 2 (argument message: with or without) × 3 (brand: Real brand — McDonald; New brand — Pokeman; No brand), factorial design was applied. 314 children from Taipei Municipal Elementary School had participated in this experimental study. Subjects were assigned to view one color printed advertisement for each high and low product involvement. Questionnaire was filled out each time after advertisement viewing. Advertisement attitude, co
gnitive level and consumption intention was measured.
The 6 Three-Way ANOVA results indicated that brand had shown significance for advertisement attitude but not advertisement message. The moderating effect of issue involvement and product involvement over message and brand, were both found not significant. Additionally, product involvement did reach significant level for cognitive level and consumption intention. The interaction between, “Advertisement Message by Issue Involvement by Product involvement” had reached significant level for consumption intention. The last significant interaction was observed in, “Brand by Issue Involvement by Product Involvement” for belief and consumption intention.
The major implication of this research for advertiser, marketers and consumer behavior research is that children are still best communicated through images. Children are aware of the message presented to them, and do process the information cognitively but enhancement of advertisement attitude is not obtained. Thus, it is suggested to keep advertisement short or leave it out of the advertisement completely. In terms of brand, character endorsement was found highly influential for advertisement attitude. It is therefore advice to the marketers, to consider having a character to represents their brand and product.

ABSTRACT i
LIST OF TABLES vi
LIST OF FIGURES iX
CHAPTER 1. INTRODUCCTION 1
Motivation and Research Background 1
Children and Branding 4
Objectives 4
CHAPTER 2. LITERATURE REVIEW 7
Child Development 7
Piaget Theory 8
Periods of Cognitive Development 9
Sensorimotor Period (0-2 years) 9
Preoperational period (roughly 2-7 years) 9
Concrete Operations (roughly 7 to 11 years) 12
Formal Operations (roughly 11 to 12 and beyond) 13
Child’s Concept of Brand 15
Value of Brand 15
Children’s Brand Awareness 16
How Children See Brand 18
Children and Characters 20
The Elaboration Likelihood Model 23
Introduction of Elaboration Likelihood Model 23
Message as the Central Cue in ELM for Children 24
Brand and Character Endorsement as the Peripheral
Route in ELM for Children 25
Involvement and Elaboration Likelihood Model Theory 26
Types of Involvement 33
Issue Involvement 35
Product Involvement 36
The Moderating Effect of Involvement in ELM 37
CHAPTER 3. METHODOLOGY 43
Research Framework 43
Subjects of Main Study 46
Pretest 47
Informal Talk 47
Pretest Product Selection 50
Pretest Design and Procedure 51
Pretest Results and Main Study Product Choice 53
Design of Main Study 55
Color Printed Advertisement 56
Independent Variables 57
Issue Involvement 57
Product Involvement 58
Message 59
Brand 59
Dependent Variables 60
Advertisement Attitude 60
Beleif 61
Consumption Intention Measure 61
Main Study Procedure 61
CHAPTER 4. RESULTS AND DISCUSSIONS 64
Sample Size 64
Manipulation Checks 66
Descriptive Statistics 68
Advertisement Attitude 68
Belief 68
Consumption Intention 69
Dependent Variable Checks 72
Advertisement Attitude 72
Belief 73
Test of Hypothesis 75
Message Model 76
Advertisement Attitude 76
Belief 78
Consumption Intention 80
Brand Model 84
Advertisement Attitude 84
Belief 88
Consumption Intention 90
Summary of Results 94
Additional Findings 95
CHAPTER 5. CONCLUSIONS AND IMPLICATIONS 96
Conclusions and Discussion 96
Message as Central Cue 96
Brand as Peripheral Cue 97
Additional Findings 98
Implications and Contribution 100
Limitations and Suggestion for Future Research 104
REFERENCES 109
APPENDICES
Appendix A. Pretest Questionnaire 119
Appendix B. Main Study Questionnaire
Version 1 (Hamburger) 122
Version 2 (Cartoon Channel) 123
Appendix C. Color Printed Advertisement
Version 1 — 5 (Hamburger) 124
Version 6 — 10 (Cartoon Channel) 129

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