The Influence of Stories’ Content with Different Product Type on Advertising Effectiveness
|關鍵字:||品牌故事;產品故事;產品屬性;廣告效益;自我建構;Brand story;Product story;Product type;Advertising effectiveness;Self-construal|
In practical commercial field, there is a lot of advertising trying to use story to convince consumer. However, most of researches just focus on brand story, like brands origin, brands vision, there is only little information focus on the result that product story can bring. In order to understand the influence among different types of story with advertising effectiveness, and what kind product categories will moderate the effect of story on advertising effectiveness we do the research. The experiments were conducted with content of stories (product story/brand story) served as independent variables, and product categories (thinking product/ feeling product). Self-construal (interdependent/independent) served as moderator. In each product category, one control group without stories was conducted, resulted in 6 experimental groups totally. Advertising effectiveness served as dependent variables. And we adopt MANOVA to analysis. The conclusions are as follows: (1)When product belongs to feeling products, print advertisement with brand story or product story results in greater improvement of advertising effectiveness than non-story. (2)When product belongs to thinking products, print advertisement with product story results in greater improvement of advertising effectiveness than non-story. (3)As for thinking products, print advertisement with product story results in greater advertising effectiveness than brand story. (4)As for feeling products, print advertisement with brand story results in greater advertising effectiveness than product story.