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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/87840


    Title: 投入程度、認知需求對廣告說服效果的影響－ELM模式之實證研究
    INVOLVEMENT、NEED FOR COGNITION TO ADVERTISING EFFECTIVENESS
    Authors: 白明勝
    Pai, Ming Sheng
    Contributors: 樓永堅
    Lou, Yung Chien
    白明勝
    Pai, Ming Sheng
    Keywords: 推敲可能性模式
    投入程度
    認知需求
    Elaboration Likelihood Model
    Involvement
    Need for Cognition
    Date: 1994
    Issue Date: 2016-04-29 09:14:57 (UTC+8)
    Abstract: 　　ELM模式把過去紛歧的說服理論作一整合，成功地解釋了過去在說服理論及實證上的歧異。然而，不同的文化下有不同的溝通型態，ELM模式是否能放諸四海而皆準呢？本研究主要目的是希望了解ELM模式在文化迥異於美國的臺灣消費者是否依然成立呢？
    　　Systematic variation across cultures in many psychological phenomena have been found by many previous studies. This study incorporate on of them, i. e., need for cognition, into a consumer behavior model, i.e., the Elaboration Likelihood Model. In this paper, the reason why the development of an individual`s need for cognition is governed by cultures is explored and the relationship between need for cognition and persuasive effectiveness of media communication is established. Undergraduates at NCCU participated in the experiment. Subjects were randomly assigned to each of the cells in a 2(involvement:high or low) x 2(celebrity status:famous or infamous) x 2(argument quality: high or low)factorial design. Our study has not provided support for the view that different features of an advertisement may be more or less effective, depending upon a person`s involvement or need for cognition. The result is not consistent with that of other studies conducted in the western culture. The possible explanation may be due to the culture differences in that the Chinese culture is field dependent while the western culture is field independentas hypothesized.
    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    82351024
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002003365
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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