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研究生:陳亭蓁
研究生(外文):Ting-Chen Chen
論文名稱:廣告音樂與主題在文化意涵上之不一致性對廣告效果的影響
論文名稱(外文):The Effect of Cultural Incongruence Between Ad Music and Ad Tone on Ad Effect
指導教授:沈永正沈永正引用關係
指導教授(外文):Yung-Cheng Shen
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:76
中文關鍵詞:音樂背景音樂後向效果前向效果
外文關鍵詞:musicbackground musicretroactive interferenceproactive interference
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過去有關廣告音樂的研究主要有三個方向:第一個是有音樂與沒有音樂對廣告效果的影響;第二項是音樂結構變化對廣告效果的影響;第三項是音樂與廣告主題間的一致性議題。本研究主要是針對Kellaris, Cox and Cox (1993)研究中所指出在高度吸引注意的音樂中,廣告音樂與主題間具有一致性者,會讓消費者在記憶上有較佳的表現。
然而過去研究中對於一致或不一致性的定義不甚相同,音樂在廣告中的比重也有所懸殊,因此本研究最終以Heckler and Childers(1992)所定義之不一致性的兩項構面:預期性與相關性,定義出本研究的不一致性,並採用廣告音樂與主題在文化意涵上的不一致性作為不一致操作的變項,認為透過不一致性會吸引消費者的注意力及更深層的認知思考,因此廣告音樂與主題在文化意涵上具不一致性者會有較高的記憶表現,同時有較差的廣告態度。此外Burns and Gold(1999)及Wickens(1972)在研究中再次證實了訊息retroactive 及proactive interference的效果,因此本研究亦推論:標的廣告的前、後支廣告,會分別因為此兩種干擾效果,影響到訊息整合及訊息接收階段,而在記憶上有較差的表現。
最終發現,具有不一致性標的廣告在記憶上有較佳的表現,廣告態度上則顯著低於實驗組。在干擾效果上,本研究證實了retroactive interference的效果,前一支廣告的記憶表現降低;然而proactive interference的效果在本研究中卻不顯著。

This thesis primarily based on the research made by Kellaris, Cox and Cox (1993). They pointed out consumers would have better memory when ad music and its message are congruent. In this thesis, we proposed and proved that when the incongruence existed between ad music and ad tone or theme, this “schema incongruence” would enhance consumer’s memory as a result of deep cognitive information processing. Besides, the incongruence would cause negative attitude toward the ad.
When we consider this effect in an ad series, we proposed the retroactive interference on memory would appear because of the damage to the memory consolidation of previous ad. The proactive interference on memory for the following ad would be generated by means of the interference of information receives. However, our research result does not prove the hypothesis of proactive interference but retroactive interference.

目錄
一、緒 論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 2
二、文獻探討 3
2.1 廣告 3
2.2 音樂(music)與廣告 6
2.3 訊息干擾效果 16
2.4 研究架構及假說彙整 18
三、研究方法 22
3.1 研究設計流程 22
3.2 研究變項之定義 22
3.3 實驗設計 23
3.4 問卷前測 26
3.5 問卷發展及正式實驗程序 41
四、研究結果與分析 44
4.1 樣本描述 44
4.2 信度與效度 45
4.3 假說檢定 48
五、討論與建議 55
5.1 研究結論 55
5.2 學術意涵與實務意涵 56
5.3 研究限制 58
5.4 未來研究方向 59
參考文獻 61
附錄 66
附錄一、前測一─焦點訪談大綱 66
附錄二、前測二─音樂與廣告一致性(沙宣) 67
附錄三、前測二─音樂與廣告一致性(左岸) 69
附錄四─正式問卷 (實驗組/控制組) 71
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吳萬益,周福星,蘇良育,「廣告內容、情感激起度及廣告說服力之關係─以平面廣告為例」,管理學報,第十四卷第二期,1997年6月
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三、台灣歷史資料館 Http://cf.nctu.edu.tw/index.html
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