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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/60154
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/60154


    Title: 個人的懷舊傾向與創新接受度對 不同廣告訴求與新舊品牌的喜好度 差異性之研究
    Discuss consumers` attitude toward different advertising appeal with brands through individual personalities: nostalgia prone and innovativeness
    Authors: 陳姿伶
    Contributors: 郭貞
    陳姿伶
    Keywords: 懷舊
    懷舊廣告
    懷舊傾向
    創新
    創新廣告
    創新接受度
    Date: 2010
    Issue Date: 2013-09-04 16:27:16 (UTC+8)
    Abstract: 不論是2003年7-Eleven主打的「童年福利社」、2006年維力手打麵推出「張君雅小妹妹」的眷村廣告、或是2007年可樂果廣告中以「愛神」歌曲搭配「想想可樂果」的時光倒流場景,這些行銷廣告活動的共通點是他們都試圖「以販賣過往的經驗與情緒作為活動主軸,引起消費大眾的共鳴與回憶」。本研究好奇的是許多以懷舊為手法的廣告品牌,是否會因為「新舊品牌」的差異進而產生不同的廣告喜愛度。為對應「新」與「舊」品牌概念,本研究在廣告訴求上以「懷舊」訴求對應「創新」訴求,進行2*2的廣告情境模擬,以實驗法探討不同懷舊傾向與不同創新接受度的消費大眾對於此四種廣告與品牌喜好度的差異。
    研究結果顯示,在懷舊部分,懷舊傾向高者,相較懷舊傾向低者,對懷舊訴求廣告有顯著較佳的廣告態度。另外,懷舊傾向高者對於懷舊訴求廣告,相較於創新訴求廣告,也有顯著較佳的廣告態度。而在創新部分,創新接受度高者,相較於創新接受度低者,對創新訴求廣告不會產生顯著較高的廣告態度。而創新接受度高者對於創新訴求廣告,相較於懷舊訴求廣告,卻無產生較佳的廣告態度。
    另外本研究亦發現,對懷舊傾向高的人而言,其對廣告訴求的敏感度高於對新舊品牌的敏感度,也就是不論是舊品牌或是新品牌,只要是懷舊訴求的廣告,即容易讓懷舊傾向高者產生好的廣告態度。但相反地,對於懷舊傾向低者,品牌的影響力反而大過於訴求的影響力。也就是當訴求對其吸引力不大時,品牌本身的差異對其廣告喜愛度就扮演著重要的角色。而對於創新接受度高者,本研究亦發現其對於懷舊訴求廣告不一定會產生排斥抗拒感、甚至會有正面的廣告態度。
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    Description: 碩士
    國立政治大學
    廣告研究所
    97452004
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097452004
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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