政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/32513
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113313/144292 (79%)
Visitors : 50946845      Online Users : 965
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/32513


    Title: 瘦身廣告的強弱論點如何透過瘦身的雙歧態度影響廣告效果
    How the argument quality of weight-loss advertising influence advertising’s effects by ambivalence attitude of weight-loss ?
    Authors: 洪釗雯
    Contributors: 錢玉芬
    洪釗雯
    Keywords: 強弱論點
    雙岐態度
    推敲可能性模式
    廣告效果
    the argument quality
    ambivalence attitude
    elaboration-likelihood model
    AD effect
    Date: 2003
    Issue Date: 2009-09-17 13:18:26 (UTC+8)
    Abstract: 有鑑於肥胖人口激增,減重需求大增,瘦身減肥一直是女性所關注的議題之一。然而,瘦身減肥意味著某些潛在的衝突,例如:少吃多動、美麗自信與損害健康等矛盾情結,這種矛盾情結正是雙岐態度的特徵。態度包含了情感、認知、行為意圖三種層面,在預測閱聽人的行為意圖時,態度往往是最佳指標。過去的研究發現雙岐態度的高低會影響閱聽人的訊息處理途徑,因此本研究企圖以雙岐態度理論與推敲可能性模式(elaboration-likelihood model,簡稱ELM)來解釋廣告訊息的強弱如何透過雙歧態度而影響廣告效果。

    研究結果主要發現,廣告訊息的強弱論點有穩定且一致的主要效果,表示強論點的廣告訊息在廣告、瘦身與產品態度三方面都會產生較正向的評價。雙歧態度高低則無顯著差異,而在部分條件下,強弱論點與雙歧雙歧的交互作用達顯著差異,也就是說低雙歧的人對於強論點的廣告訊息有較正向的廣告效果反應,顯示出雙歧態度對廣告訊息的調節作用。此外,瘦身產品的物理或化學性質對瘦身廣告與瘦身產品的態度都顯著性的影響,女性對於化學性質的瘦身產品有較佳的廣告態度與產品態度。本研究結果隱含著雙歧態度未來研究發展之建議與廣告行銷上的實務策略,雙歧理論仍有待後續研究考證;而行銷業者則必須注意廣告訊息的編碼是否有效,另外,消費者與閱聽人的態度不僅是行為的最佳指標,也是調節廣告效果的要重因素。最後提出研究限制與後續研究發展。
    According to the increase of fatness population and the need of weight-loss, women always pay close attention to reduce weight. However, to lose weight means some potential conflicts, such as less assimilate and more exercise;beauty, confidence and the risk of ruin health. This kind of contradictory complexes are the typical characteristic of ambivalence attitude. On predicting the behavior attention of the audience , the best index is attitude which is composed of affection, cognition, and behavior. Past research has found the level of ambivalence influence the information process of the audience, for this reason, the present research designs to integrate ambivalence attitude and ELM to explain how the argument of AD influence the effects of AD by ambivalence.
    The main results of the study show the strong arguments of AD are stable and consistency and the ambivalence attitude have no impacts on the effect of AD. In particular situation, the ambivalence attitude has moderation on AD effects. Moreover, the attribution of weight-loss products made some differences evaluation on AD attitudes and product attitudes. The datum reveal women preference chemical weight-loss products, favor chemical weight-loss AD. The results imply that the improvement of ambivalence theory and the suggestions on practical marketing. Further, the attitude of the audience is not only the best index of behavior, but also the significant factor on moderating the AD effects. In conclusion, address the restriction of the present study and the direction of follow-up research.
    Reference: 一、中文部分
    丁興祥、李美枝、陳皎眉(1989)。社會心理學。台北:敦繹。
    大眾傳播媒體新論。(簡妙如、管中祥、林婉蓉、張貝雯、林智惟譯)(1999)。台北:韋伯。(原著出版年:1999)
    女性主義媒介研究(張錦華譯)(2001)。台北市:遠流。(原著出版年:1995)
    反挫(顧淑馨譯)(1993)。台北市:自立晚報。(原著出版年:1991)
    台灣降脂草藥(2000)。吳煥和顧冠彬。台灣草藥新知。2003年7月5日,取自: http://www.nmns.edu.tw/New/Areas/BGarden/Exhibits/Herb/speech/sub7.htm。
    台灣的減肥風潮(2003)。BBC 中文網。2003年7月5日,取自:http://news.bbc.co.uk/hi/chinese/china_news/newsid_2744000/27443012.stm
    社會心理學(張滿玲譯)(1999)。台北市:雙葉。(原著出版年:1997)
    收買與出賣的秘密(李明譯)(2003)。台北:大塊文化。(原著出版年:2002)
    吳家翔 (1997)。解讀美體瘦身廣告的身體形塑意涵。世新傳播學院傳播研究所碩士論文,未出版,台北市。
    周雯翎(1998)。具身體形象廣告訊息之效果研究。世新大學傳播研究所碩士論文,未出版,台北市。
    林思賢(2000)。影響雙歧態度形成的認知因素。國立中正大學心理學研究所碩士論文,發表於中國心理學會89年度第39屆年會之論文。台北:國立臺灣大學。
    林進修(2002年12月10日)。1-3%北市高中職女生罹暴食症。民生報。2003年7月5日,取自:http://udnpaper.com/udnpaper/PIN0002/32353/web/#1L-795871L
    祝平一(1999)。美體與廣告:台灣塑身與美容廣告史中的科學主義與女性美。健與美的歷史,中央研究院歷史語言所主辦,1999年6月11-12日。
    高木蘭(1997)。減重女性的身體形象構成的實踐。高雄醫學院行為醫學所碩士論文,未出版,高雄市。
    洪素傾(2002年2月28日)。百萬青少年正在減肥。台灣民眾減重認知調查。成大家庭醫學部。自由電子新聞網。2003年7月5日,取自:http://www.libertytimes.com.tw/2002/new/feb/28/today-m1.htm
    劉美琪,許安琪,漆梅君,于心如(2000)。當代廣告。台北:學富文化。
    廣告與促銷(吳真偉譯)(1999)。台北:西書。(原著出版年:1999)
    張錦華(1994)。媒介文化、意識型態與女性。台北市:正中。
    張錦華 (2002)。女為悅己者瘦。台北:正中。
    張榮祥(2003年9月5日)。奇美醫學中心:減肥在台灣成為流行。中央社。2003年7月5日,取自:http://news.yam.com/cna/healthy/news/200309/200309050206.html。
    楊中芳 (1989)。廣告心理學原理。台北:遠流。
    張小虹(1993)。後現代/女人:權力、慾望與性別表演。台北市:時報。
    孫秀蕙、馮建三(1995)。廣告文化。台北:揚智。
    孫秀蕙(1996)。解讀美容瘦身廣告—以閱聽人分析為主的個案討討。台灣社會研究季刊23期,219-253。
    陳聖暉(2000)。淡水有線電視購物頻道之塑身廣告文本公示研究。輔仁大學大眾傳播研究所碩士論文,未出版,台北縣。
    廖彥力(1996)。瘦身美容產業服務品質之實證研究。文化大學國際企管管理研究所碩士論文,未出版,台北市。
    鍾玉珍(1997)。思考對態度雙歧性的影響。國立中正大學心理研究所碩士論文,未出版,嘉義縣。
    經濟學人(2003年10月號)。2003年9月29日,取自:蘋果日報,國際財經版B8。
    動腦雜誌(2003年328期)。新浪雜誌網。2003年7月5日,取自:http://magazines.sina.com.tw/brain/contents/328/328-002_1.html。
    夏天塑身風,減肥商品熱賣(2003年7月8日)。蕃薯藤網路新聞。2003年7月14日,取自:http://yamnse.yam.com/bin/search?k=%B4%EE%AA%CE&p=251&d=0。
    統一藥品今年獲利成長一倍(2003年4月16日)。新浪網新聞。2003年7月14日,取自:http://dailynews.sina.com.tw/。
    羅氏纖(2001年1月15日)。中央通訊社。2003年7月5日,取自:http://info.tai-wan.org/xenical/。
    減肥的美麗與哀愁(2002)。健康瘦身雜誌第12期。2003年7月14日,取自:http://www.commonhealth.com.tw/keepfit/content/012050.asp。
    糾正社會「病態美」觀念(2002)。醫藥人第15期。2003年7月5日,取自:http://www.3phk.com/3p/old_set.asp?issue=15。
    蕭美琴(2002)。從減肥看女性權力現象。2003年8月10日,取自:http://hercafe.yam.com/hertalk/hertalks/talkshsiao/200209/02/20020902002.html
    高麗玲(2001)。台灣肥胖人口突破一千萬。東森新聞網。2003年7月5日,取自:http://www.wedar.com/library4/et/et010428a.htm。
    二、英文部分
    Bargh, J.A., Chaiken, S., Govender, R., & Pratto, F. (1992). The generality of the automatic attitude activation effect. Journal of Personality and Social Psychology, 62, 893-912.
    Cacioppo, J. T., Gardner, W. L., & Bernston, G. G. (1997). Beyond bipolar conceptualizations and measures: The case of attitudes and evaluative space, Personality and Social Psychology Review, 1, 3-25.
    Christopher J.A., & Mark C. (2000).Attitudinal ambivalence: A test of Three Key Hypotheses .Personality & Social Psychology Bulletin, 26(11), 1421-1432
    Craig, S. C., Kane, J. G., &Martinez, M. D. (2002). Sometimes you feel like a nut, sometimes you don`t: citizen’s ambivalence about abortion, Political Psychology, .23(2), 285-301.
    Eagly, A.H., & Chaien, S. (1993). The psychology of attitudes, Forth Worth, TX: Harcourt Brace Jovanovich.
    Hänze, M.(2001). Ambivalence conflict, and decision making: attitudes and feelings in Germany towards NATO’s military intervention in the Kosovo war. European Journal of Social Psychology, 31, 693-706
    Lavidge, R.J., & Steiner, C.A. (1961).A model for predictive measurements of advertising effectiveness . Journal of Marketing, 25(4), 59-62.
    Lavine H., Thomsen, C.J., Zanna, M.P. & Borgida, E. (1998) .On the primacy of affect in the determination of attitudes and behavior: the moderating role of affective-cognitive ambivalence. Journal of Experimental Social Psychology, 34, 398-421
    Jonas, K., Diehl, M., & Bromer, P. (1997). Effect of attitudinal ambivalence on informational processing and attitude-intention consistency. Journal of experimental social psychology, 33, 190-210
    Kaplan, K.J. (1972).On the ambivalence-indifference problem in attitude theory and measurement: A suggested modification of the semantic differential technique. Psychological bulletin,77, 361-372.
    Katz, I., & Hass, R. G. (1988). Racial ambivalence and American value conflict: Correlation and priming studies of dual cognitive structures. Journal of personality and social psychology, 55,893-905.
    Klopfer, F.J.,&Madden, T.M. (1980). The middlemost choice on attitude items: Ambivalence, neutrality, or uncertainty? Personality & Social Psychology Bulletin, 6(1), 97-101.
    Maio, G. R., Bell, D. W., & Esses, V. M.(1996) . Ambivalence and persuasion: The processing of messages about immigrant groups. Journal of experimental social psychology, 32, 513-536.
    Mark C., Paul S., Rachel P., Rhiannon J., Richard S., & Christopher J. A. (2002). Moderator effects of attitudinal ambivalence on attitude-behavior relationships. European Journal of Social Psychology, 32, 705-718
    Markus, H. (1977). Self-schema and processing information about self. Journal of personality and social psychology, 35, 67-78.
    Markus, H., & Sentis, K., (1982). The self in information processing. In Cantor, M. & Kihlstrom, J. (Eds.).Social psychological perspectives on the self, Hillsdale, NJ: Lawrence Erlbaum, 27-45.
    Moore, M. (1973). Ambivalence in attitude measurement. Educational and Psychological Measurement, 33, 481-483.
    Moore, M. (1980). Validation of attitude toward any practice scale through the use of ambivalence as a moderator variable. Educational and Psychological Measurement, 40, 205-208.
    Myers, P. N., &Biocca, F. A. (1992). The elastic body image: The effect of television advertising and programming on body image distortions in young women. Journal of Communication, 42(3), 108-133.
    Newby-Clark I. R., McGregor, I. & Zanna, M. P. (2002). Thinking and caring about cognitive inconsistency: when and for whom does attitudinal ambivalence feel uncomfortable? Journal of personality and social psychology, 82, 157-166.
    Olson, J. M., & Zanna, M. P. (1993).Attitudes and attitude change. Annual Review of Psychology, 44, 117-154.
    Priester, J. R. (2002). Sex, drugs, and attitude ambivalence: How feelings of evaluative tension influence alcohol use and safe sex behavior. Classic and contemporary theories and research: Mass media and drug prevention, 145-162.
    Sparks, P., Hedderly, D., & Shepherd, R. (1992). An investigation into the relationship between perceived control, attitude variability and the consumption of two common foods. European Journal of Social Psychology, 22, 55-71.
    Brehm, S. S., Kassin, S. M., & Fein, S. (2000). Social Psychology copyright, MA: Houghton Mifflin.
    MacDonald, T. K., & Zanna, M. P. (1998).Cross-dimension ambivalence toward social groups: can ambivalence affect intentions to hire feminists. Personality and Social Psychology, 24(4), 427-441.
    Thompson, M. M., & Zanna, M. P. (1995). The Conflicted individual: personality-based and domain-specific antecedents of ambivalent social attitudes. Journal of Personality, 63(2), 259-288.
    U.S. News & World Report Washington, 2003, Jun 16.
    Zhang Y. (1996) .Responses to humorous advertising: the moderating effect of need for cognition. Journal of advertising, 25(1), 15-32.
    Description: 碩士
    國立政治大學
    心理學研究所
    90752011
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0907520111
    Data Type: thesis
    Appears in Collections:[Department of Psychology] Theses

    Files in This Item:

    File Description SizeFormat
    52011101.pdf74KbAdobe PDF2916View/Open
    52011102.pdf109KbAdobe PDF2904View/Open
    52011103.pdf99KbAdobe PDF2961View/Open
    52011104.pdf61KbAdobe PDF2919View/Open
    52011105.pdf105KbAdobe PDF21018View/Open
    52011106.pdf170KbAdobe PDF22163View/Open
    52011107.pdf310KbAdobe PDF24914View/Open
    52011108.pdf241KbAdobe PDF21907View/Open
    52011109.pdf240KbAdobe PDF2897View/Open
    52011110.pdf206KbAdobe PDF21188View/Open
    52011111.pdf146KbAdobe PDF21420View/Open
    52011112.pdf210KbAdobe PDF21607View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback