政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/94651
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51046883      線上人數 : 955
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/94651


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/94651


    題名: 調節導向在比較性廣告的應用
    作者: 張翔任
    Chang, Hsiang Jen
    貢獻者: 張愛華
    張翔任
    Chang, Hsiang Jen
    關鍵詞: 調節焦點
    一致性偏好
    目標品牌態度
    比較品牌態度
    日期: 2008
    上傳時間: 2016-05-09 11:25:33 (UTC+8)
    摘要: 今日企業經營，無法單單使用易衡量觀測的人口統計變數便可有效區隔顧客，必須再加上心理變數的使用，而調節焦點是一個不錯的選擇。另一方面，伴隨著市場競爭日益激烈，有越來越多的企業採用比較性廣告策略，他們企圖從為數眾多的競爭者中脫穎而出。
    因此本研究結合調節焦點與比較性廣告，試圖了解消費者的調節焦點表現在一致性偏好的特質差異，並反應在閱覽比較性廣告後，對目標品牌態度和比較品牌態度的變化，同時觀察調節焦點的配適「正確感」體驗能否延伸至關鍵字搜尋意願。
    本研究共分實驗一與實驗二，實驗一結果發現，預防焦點者有較高的一致性偏好，相對來說，促進焦點者有較低的一致性偏好，而表現在比較性廣告中的目標品牌態度和比較品牌態度的關係評價中，預防焦點者呈現負相關性，而促進焦點者呈現無相關性；而當促進焦點者閱覽比較性廣告之比較品牌為虛擬的新品牌時，於正、負框架的比較性廣告中，對比較品牌態度無差異，但在面對比較品牌為市場知名品牌時，促進焦點者在正向框架的比較性廣告，相對負向框架的比較性廣告，有較高的比較品牌態度；當預防焦點者閱覽比較性廣告之比較品牌為虛擬的新品牌時，於負向框架的比較性廣告，相對正向框架的比較性廣告，不見得有顯著最低的比較品牌態度，但在面對比較品牌為市場知名品牌時，預防焦點者於正、負框架的比較性廣告中，對比較品牌態度並無差異。實驗二結果發現，當促進焦點者閱覽正向框架的比較性廣告，且使用促進焦點訴求時，有最好的目標品牌態度，但預防焦點者閱覽負向框架的比較性廣告，且使用預防焦點訴求時，未有最低的比較品牌態度，且促進焦點者在達成調節配適時，未能有最高的關鍵字搜尋意願。
    參考文獻: 一、中文部份：
    葛樹人（民85），心理測驗學. In (3rd ed.). 台北: 桂冠.
    周文賢（民91），多變量統計分析SAS/STAT之應用，台北：智勝文化
    林震岩（民96），多變量分析—SPSS的操作與應用，台北：智勝文化
    Kolter & Keller (2006)，方世榮 譯，行銷管理，東華書局

    二、英文部份：
    Aaker, D. A., & Jacobson, R. (2001). The Value Relevance of Brand Attitude in High-Technology Markets. Journal of Marketing Research (JMR), 38(4), 485-493.
    Aaker, J. L., & Lee, A. Y. (2001). “ I “ Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion. Journal of Consumer Research, 28(1), 33-49.
    Aaker, J. L., & Lee, A. Y. (2006). Understanding Regulatory Fit. Journal of Marketing Research (JMR), 43(1), 15-19.
    Ash, S. B., & Wee, C.-H. (1983). Comparative Advertising: A Review with Implications for Furthure Research. Advances in Consumer Research, 10(1), 370-376.
    Assael, Henry (2004), Consumer Behavior, NY: Houghton Mifflin Company.
    Avnet, T., & Higgins, E. T. (2006). How Regulatory Fit Affects Value in Consumer Choices and Opinions. Journal of Marketing Research (JMR), 43(1), 1-10.
    Avnet, T., & Tory Higgins, E. (2003). Locomotion, Assessment, and Regulatory Fit: Value Transfer From "How" to "What". Journal of Experimental Social Psychology, 39(5), 525-530.
    Barrett, D. W., Patock-Peckham, J. A., Hutchinson, G. T., & Nagoshi, C. T. (2005). Cognitive Motivation and Religious Orientation. Personality and Individual Differences, 38(2), 461-474.
    Barry, T. E. (1993). Twenty Years of Comparative Advertising in the United States. International Journal of Advertising, 12(4), 325-350.
    Belch, G. E. (1981). An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance. Journal of Marketing Research (JMR), 18(3), 333-349.
    Bochner, S., & Insko, C. A. (1966). Communicator Discrepancy, Source Credibility, and Opinion Change. Journal of Personality and Social Psychology, 4(6), 614-621.
    Buchanan, B. (1985). Can You Pass the Comparative AD Challenge? Harvard Business Review, 63(4), 106-113.
    Camacho, C. J., Higgins, E. T., & Luger, L. (2003). Moral Value Transfer From Regulatory Fit: What Feels Right Is Right and What Feels Wrong Is Wrong. Journal of Personality and Social Psychology, 84(3), 498-510.
    Cesario, J., Grant, H., & Higgins, E. T. (2004). Regulatory Fit and Persuasion: Transfer From `Feeling Right.` Journal of Personality and Social Psychology, 86(3), 388-404.
    Chartrand, T. L., & Bargh, J. A. (1996). Automatic Activation of Impression Formation and Memorization Goals: Nonconscious Goal Priming Reproduces Effects of Explicit Task Instructions. Journal of Personality and Social Psychology, 71(3), 464-478.
    Chaudhuri, A (1999). Does Brand Loyalty Mediate Brand Equity Outcomes. Journal of Marketing Theory and Practice, 7 (2): 136-146
    Chernev, A. (2004). Goal-Attribute Compatibility in Consumer Choice. Journal of Consumer Psychology, 14(1/2), 141-150.
    Cialdini, R. B., Trost, M. R., & Newsom, J. T. (1995). Preference for Consistency: The Development of a Valid Measure and the Discovery of Surprising Behavioral Implications. Journal of Personality and Social Psychology, 69(2), 318-328.
    Dröge, C. & R. Y. Darmon (1987), Associative Positioning Strategies through Comparative Advertising：Attribute versus Overall Similarity Approaches. Journal of Marketing Research, Vol. 24 (December), 377-388
    Dröge, C. (1989). Shaping the Route to Attitude Change: Central Versus Peripheral Processing Through Comparative Versus Noncomparative Advertising. Journal of Marketing Research (JMR), 26(2), 193-204.
    Faircloth, L. B., Capella, L. M., & Alford, B. L.(2001).“The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, 9 (3): 61-75
    Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford, CA: StanfordUniversity Press.
    Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
    Friedman, R. S., & Förster, J. (2001). The Effects of Promotion and Prevention Cues on Creativity. Journal of Personality and Social Psychology, 81(6), 1001-1013.
    Golden, L. L. (1979). Consumer Reactions to Explicit Brand Comparisons in Advertisements. Journal of Marketing Research (JMR), 16(4), 517-532.
    Gorn, G. J., & Weinberg, C. B. (1984). The Impact of Comparative Advertising on Perception and Attitude: Some Positive Findings. Journal of Consumer Research, 11(2), 719.
    Grewal Dhruv, Kavanoor Sukumar, Edward F Fern, Costley Carolyn, Barnes James. (1997). Comparative Versus Noncomparative Advertising: A Meta-Analysis. Journal of Marketing, 61(4), 1-15.
    Hastie, R., & Park, B. (1986). The Relationship Between Memory and Judgment Depends on Whether the Judgment Task Is Memory-based or On-Line. Psychological Review, 93(3), 258-268.
    Heider, F. (1946). Attitudes and Cognitive Organization. Journal of Psychology, 21, 107-112.
    Herzenstein, M., Posavac, S. S., & Brakus, J. J. (2007). Adoption of New and Really New Products: The Effects of Self-Regulation Systems and Risk Salience. Journal of Marketing Research (JMR), 44(2), 251-260.
    Higgins, E. T. (1997). Beyond Pleasure and Pain. American Psychologist, 52(12), 1280-1300.
    Higgins, E. T. (2000). Making a Good Decision: Value From Fit. American Psychologist, 55(11), 1217-1230.
    Higgins, E. T. (2002). How Self-Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making. Journal of Consumer Psychology, 12(3), 177-191.
    Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of Value From Fit. Journal of Personality and Social Psychology, 84(6), 1140-1153.
    Higgins, E. T., & Mark, P. Z. (1998). Promotion and Prevention: Regulatory Focus as A Motivational Principle. In Advances in Experimental Social Psychology (Vol. Volume 30, pp. 1-46): Academic Press.
    Higgins, E. T., Roney, C. J. R., Crowe, E., & Hymes, C. (1994). Ideal Versus Ought Predilections for Approach and Avoidance: Distinct Self-Regulatory Systems. Journal of Personality and Social Psychology, 66(2), 276-286.
    Howard, J. A. (1994), Buyer Behavior in Marketing Strategy, Engle wood Cliffs, New Jersey: Prentice-Hall.
    Hughes, D. G. (1973). “Demand Analysis for Marketing Decision”. In D. A Aaker & A.L. Biel, Eds., 1993. Brand equity and advertising, NJ: Lawrence Erlbaum Associates, Hillsdale.
    Idson, L. C., Liberman, N., & Higgins, E. T. (2000). Distinguishing Gains from Nonlosses and Losses from Nongains: A Regulatory Focus Perspective on Hedonic Intensity. Journal of Experimental Social Psychology, 36(3), 252-274.
    Iyer, E. S. (1988). The Influence of Verbal Content and Relative Newness on the Effectiveness of Comparative Advertising. Journal of Advertising, 17(3), 15-21.
    Jain, S. P. (1993). Positive versus Negative Comparative Advertising. Marketing Letters, 4(4), 309-320.
    Jain, S. P., Lindsey, C., Agrawal, N., & Maheswaran, D. (2007). For Better or For Worse? Valenced Comparative Frames and Regulatory Focus. Journal of Consumer Research, 34(1), 57-65.
    Jain, S. P., & Posavac, S. S. (2004). Valenced Comparisons. Journal of Marketing Research (JMR), 41(1), 46-58.
    Keller, K. L. (1993). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
    Kirmani, A., & Zhu, R. (2007). Vigilant Against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge. Journal of Marketing Research (JMR), 44(4), 688-701.
    Kotler, Philip (2000), Marketing Management, 10th edition, New Jersey: Prentice-Hall.
    Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59-62.
    Lee, A. Y., & Aaker, J. L. (2004). Bringing the Frame Into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion. Journal of Personality and Social Psychology, 86(2), 205-218.
    Levine, P. (1976). Commercials That Name Competing Brands. Journal of Advertising Research, 16(6), 7.
    Lichtenstein, M., & Srull, T. K. (1987). Processing Objectives as a Determinant of the Relationship Between Recall and Judgment. Journal of Experimental Social Psychology, 23(2), 93-118.
    Louro, M. J., Pieters, R., & Zeelenberg, M. (2005). Negative Returns on Positive Emotions: The Influence of Pride and Self-Regulatory Goals on Repurchase Decisions. Journal of Consumer Research, 31(4), 833-840.
    Mackenzie, S. B., & Spreng, R. A. (1992). How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of Consumer Research, 18(4), 519-529.
    Mackie, D. M., & Asuncion, A. G. (1990). On-Line and Memory-Based Modification of Attitudes: Determinants of Message Recall-Attitude Change Correspondence. Journal of Personality and Social Psychology, 59(1), 5-16.
    Martin, B. A. S., Lang, B., & Wong, S. (2003). Conclusion Explicitness in Advertising. Journal of Advertising, 32(4), 57-65.
    McDougall, G. H. G. (1978). Comparative Advertising: The Effect of Claim Type and Brand Loyalty. Current Issues & Research in Advertising, 1(1), 39.
    Nail, P. R., Correll, J. S., Drake, C. E., Glenn, S. B., Scott, G. M., & Stuckey, C. (2001). A Validation Study of the Preference for Consistency Scale. Personality and Individual Differences, 31(7), 1193-1202.
    Newcomb, T. M. (1953). An Approach to the Study of Communicative Acts. Psychological Review, 60, 393-404.
    Nunnally, J. C. (1978). Psychometric Theory. In. NY: McGraw-Hill.
    Pechmann, C., & Ratneshwar, S. (1991). The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation. Journal of Consumer Research, 18(2), 145-160.
    Pechmann, C., & Stewart, D. W. (1990). The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions. The Journal of Consumer Research, 17(2), 180-191.
    Peltier, J. W., J. A. Schibrowsky, & J. Davis (1998). Using Attitudinal and Descriptive Database Information to Understand Interactive Buyer-Seller Relationships. Journal of Interactive Marketing, 12(3), 32-45.
    Percy, L., & Rossiter, J. R. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology & Marketing, 9(4), 263-274.
    Pham, M. T., & Avnet, T. (2004). Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion. Journal of Consumer Research, 30(4), 503-518.
    Pham, Michel Tuan & Higgins, E. Tory (2004). Promotion and Prevention in Consumer Decision Making: State of the Art and Theoretical Propositions. Inside Consumption: Frontiers of Research on Consumer Motives, Goals, and Desires, S. Ratneshwar, David Glen Mick, eds., Routledge Available at SSRN: retrieved 04/26/2008 from http://ssrn.com/abstract=571701
    Prasad, U. (1976). Malignant External Otitis. The Journal of Laryngology & Otology, 90, 963-965
    Rogers, J. C., & Williams, T. G. (1989). Comparative Advertising Effectiveness: Practitioners’ Perceptions Versus Academic Research Findings. Journal of Advertising Research, 29(5), 22-37.
    Schiffman, L. G. & Kanuk, L. L. (1994), Consumer Behavior, 5thed. Singapore: Prentice Hall.
    Shi, Z., Kardes, F. R., & Cronley, M. L. (2002). Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluations. Journal of Consumer Psychology, 12(4), 303-311.
    Shi, Z., Kardes, F. R., & Cronley, M. L. (2002). Comparative Advertising: Effects of Structural Alignability on Target Brand Evaluations. Journal of Consumer Psychology, 12(4), 303-311.
    Shimp, T. A., & Dyer, D. C. (1978). The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand. Journal of Advertising, 7(3), 13-19.
    Srull, T. K., & Wyer, R. S. (1989). Person memory and judgment. Psychological Review, 96(1), 58-83.
    Swinyard, W. R. (1981). The Interaction Between Comparative Advertising and Copy Claim Variation. Journal of Marketing Research (JMR), 18(2), 175-186.
    Thompson, M. M., Naccarato, M. E., & Parker, K. E. (1989). Assessing Cognitive Need: The Development of the Personal Need for Structure and Personal Fear of Invalidity Scale. Paper presented at the annual meeting of the Canadian Paychology Association, Halifax, Nova Scotia, Cnada.
    Wang, J., & Lee, A. Y. (2006). The Role of Regulatory Focus in Preference Construction. Journal of Marketing Research (JMR), 43(1), 28-38.
    Webster, W. D. (1975). Commentary: Interactivity and Marketing Paradigm Shifts. Journal of Interactive Marketing, 12(1), 54-55.
    Wilkie, W. L. & Farris, P. W. (1975). Comparison Advertising: Problems and Potential. Journal of Marketing, 39, 7-15
    Wilson, R. D., & Muderrisoglu, A. (1980). An Analysis Of Cognitive Responses to Comparative Advertising. Advances in Consumer Research, 7(1), 566-571.
    Zhao, G., & Pechmann, C. (2007). The Impact of Regulatory Focus on Adolescents` Response to Antismoking Advertising Campaigns. Journal of Marketing Research (JMR), 44(4), 671-687.
    Zhou, R., & Pham, M. T. (2004). Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers` Investment Goals. Journal of Consumer Research, 31(1), 125-135.
    描述: 碩士
    國立政治大學
    企業管理學系
    95355011
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0953550111
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

    文件中的檔案:

    沒有與此文件相關的檔案.



    在政大典藏中所有的資料項目都受到原著作權保護.


    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 ©   - 回饋