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研究生:李明倩
研究生(外文):Lee,Mingchian
論文名稱:恐懼訴求的廣告效果:調控焦點與訊息框架的影響
論文名稱(外文):Fear Talks: The Effects of Self-Regulatory and Message Framing on Fear Appeals in Ads
指導教授:汪志堅汪志堅引用關係
指導教授(外文):Wang, Chihchien
口試委員:汪志堅巫立宇吳玲玲胡婉玲楊運秀
口試日期:2012-06-22
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:78
中文關鍵詞:恐懼訴求調控焦點訊息框架廣告態度腦波
外文關鍵詞:fear appealself-regulatorymessage framingad attitudebrainwave
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本研究探討廣告中的恐懼訴求是否影響到廣告效果,以及調控焦點的影響。本研究總共包含三次的實證研究,使用的資料收集方式分別為腦波儀與問卷調查,研究的主題為恐懼廣告是否有助於提升拒菸廣告的廣告效果。實證研究一採用腦波儀已了解恐懼訴求與非恐懼訴求的拒菸廣告在吸引閱聽人專注力上是否有差異,本研究徵求30位受訪者,以Neurosky公司所發展的耳機式腦波儀作為資料收集工具,本研究將受訪者隨機區分為兩組,每組分別觀看電視節目以及隨機指派的恐懼與非恐懼廣告,研究結果發現受訪者對於恐懼廣告的注意力高過對於非恐懼廣告的注意力,顯示恐懼廣告有助於吸引閱聽人的注意力。實證研究二採實驗設計輔以紙本問卷調查的方式,針對172位大學進修部與在職班的受訪者進行研究,研究主題為抽菸所造成的COPD疾病的危害,受訪者先回答調控焦點問項之後,隨機指派觀看恐懼訴求或非恐懼訴求地拒菸廣告,並回答後續的問卷,以了解恐懼與非恐懼廣告所產生的廣告態度、訊息減損、知覺威脅與效能以及行為意圖上的差異,並探討受測者的調控焦點對恐懼訴求是否有中介效果。實證研究三則探討訊息框架對於恐懼訴求與非恐懼訴求的影響,本研究採取2(恐懼與非恐懼)X2(正負訊息框架)的實驗設計,主題為菸害的危險性,研究共徵求185位線上受訪者,受訪者先回答調控焦點問項之後,隨機指派觀看的影片,並回答後續的問卷題項,以檢驗廣告態度、知覺威脅與效能以及行為意圖上的差異,並探討受測者的調控焦點對恐懼訴求是否有中介效果。研究結果指出,恐懼廣告的專注力大於非恐懼廣告,而恐懼廣告的知覺效能及行為意圖高於非恐懼廣告,調控焦點有干擾恐懼訴求對於廣告態度及行為意圖的效果,廣告包含恐懼且以負面訊息框架呈現的廣告效果最好。
This study investigated persuasion of advertisements with fear appeal and the influence of self-regulatory focus. This paper totally contained 3 empirical studies, including one brainwave analysis and two experimental designs with questionnaires surveys. The proposed idea is that fear appeal may improve the audiences’ attention to anti-smoking advertisement portraying tobacco as harmful for people and will lead to Chronic Obstructive Pulmonary Disease (COPD). Study 1 used EEG to understand the differences between audiences’ attention to fear and non-fear ads. The study recruited 30 subjects and collected the brainwaves data with NeuroSky MindSet headset. The study randomly assigned subjects participants to view the anti-smoking ads with or without fear appeals. The result revealed that subjects’ attentions to fear ad were greater than to non-fear ad. Study 2 conducted an experimental design and paper-and-pencil questionnaire survey of 172 subjects. Subjects were asked to answer self-regulatory scale items and view the ad (fear/non-fear) randomly assigned and then continued to fill out the questionnaire items about persuasion effect of ads. The study 2 compared subjects’ ad attitude, message derogation, perceived threat, perceived efficacy and behavior intention, and examined if self-regulatory focus moderates the fear appeals. Study 3 conducted a 2 (fear /non-fear) X 2 (positive /negative framed message) experimental design of 185 subjects. The results indicated audiences’ attention to fear ad was greater than audiences’ attention to non-fear ad, and perceived efficacy and behavior intention on fear ad were greater than on non-fear ad. Self-regulatory foci moderated the impact of attitudes toward ad and behavior intention on fear appeals. The ads with negatively message framing and contained fear was more effective than other ads.
致謝 I
中文題要 II
ABSTRACT III
TABLE OF CONTENTS IV
LIST OF FIGURES VI
LIST OF TABLES VIII
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 4
2.1. Fear Appeals 4
2.2. Fear appeals in Ads 5
2.3. Fear appeals and Attention 5
2.4. Self-Regulatory Focus Theory 6
2.5. Message framing 9
CHAPTER 3 EMPIRICAL STUDIES 11
3.1. Study1 11
3.1.1. Electroencephalography (EEG) 12
3.1.2. Research Design 12
3.1.3. Participants 15
3.1.4. Data analysis 16
3.1.5. Study1 Summary 23
3.2. Study2 23
3.2.1. Research Design 23
3.2.2. Measures 24
3.2.3. Reliability 25
3.2.4. Validity 26
3.2.5. Participants 27
3.2.6. Manipulation Checks 30
3.2.7. Data analysis 31
3.2.8. Study 2 Summary 37
3.3. Study3 39
3.3.1 Research Design 39
3.3.2. Materials 39
3.3.3. Measure 40
3.3.4. Reliability 41
3.3.5. Validity 41
3.3.6. Participants 42
3.3.7. Manipulation Checks 44
3.3.8. Data analysis 46
3.3.9. Study3 Summary 54
CHAPTER 4 DISSCUSSION 56
4.1. Conclusion 56
4.2. Imitations and future research 56
4.3. Managerial implications 57
REFERENCES 58
APPENDIX I: STUDY 1 QUESTIONNAIRE 62
APPENDIX II: STUDY 2 QUESTIONNAIRE 63
APPENDIX III: STUDY 3 QUESTIONNAIRE 69
簡  歷 77
著作權聲明 78

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