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研究生:王思閎
研究生(外文):Szu-Hung Wang
論文名稱:廣告圖片的多重角色:圖片與產品屬性之相關性,論點之具體程度與涉入程度對勸服之影響
論文名稱(外文):The Multiple Roles of Pictures in Advertisements: the Influence of Relevance of Pictures to Product Attrubute, Concreteness of Arguments and Involvement in Persuasion
指導教授:簡怡雯簡怡雯引用關係
指導教授(外文):Yi-Wen Chien
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:英文
論文頁數:101
中文關鍵詞:多重角色圖片勸服
外文關鍵詞:Multiple RolesPicturePersuasion
相關次數:
  • 被引用被引用:2
  • 點閱點閱:226
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
In our daily life, persuasive messages exert a strong influence on people’s consumption behavior. Within persuasive messages, pictures often play an important role. However, a common advertisement usually consists of visual and verbal elements. The degree of informational overlap between the ad’s pictorial and argument elements may result in different effect of pictures. At one extreme, pictures can be totally superfluous when arguments are concrete and communicate the same information with pictures. At the other end of this continuum, pictures can convey product information which is not provided by the arguments at all. This study examines how the picture influences the persuasion process moderated by involvement and argument concreteness.
The results show that when involvement is high, pictures conveying highly attribute-relevant information do evoke more favorable attitude toward product’s attribute and toward overall product than pictures conveying low attribute-relevant information. Further more, when elaboration likelihood is high, low attribute-relevant pictures don’t have effect on persuasion whereas highly attribute-relevant pictures will have greater impact on persuasion with abstract than concrete arguments. Nevertheless, when elaboration likelihood is low, pictures will induce favorable attitudes toward the product as long as the picture is rated positively. The concreteness of argument and the relevance of a picture to the product do not matter.
ABSTRACT - 1 -
CONTENTS - 2 -
LIST OF FIGURES - 4 -
CHAPTER 1 INTRODUCTION 1
1.1. STUDY PURPOSE 1
CHAPTER 2 LITERATURE REVIEW 4
2.1. DUAL-PROCESS THEORIES 4
2.2. PICTURE-BASED PERSUASION THEORIES 9
2.3. CONCRETENESS OF INFORMATION THEORIES 13
CHAPTER 3 RESEARCH FRAMEWORK AND HYPOTHESIS 14
3.1. RESEARCH FRAMEWORK 14
3.2. RESEARCH HYPOTHESIS 16
CHAPTER 4 METHOD OF RESEARCH 19
4.1. DESIGN OF EXPERIMENT. 19
4.2. PRETEST 21
4.3. MAIN EXPERIMENT 32
CHAPTER 5 RESULT 37
5.1. CONSISTENCY MEASUREMENT 37
5.2. MANIPULATION CHECK 39
5.3. HYPOTHESES TEST 43
CHAPTER 6 DICUSSION 54
6.1. CONCLUSION 54
6.2. LIMITATION 56
6.3. CONTRIBUTION 58
6.4. FUTURE RESEARCH DIRECTION 60
REFERENCE 61
APPENDIX A: QUESTIONNAIRE OF PRETEST 1 64
APPENDIX B: QUESTIONNAIRE OF PRETEST 2 66
APPENDIX C: QUESTIONNAIRE OF MAIN EXPERIMENT 73
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