The Interactive Effect of Message Framing and Product Type on Cognition, Attitude, Purchase Intention
|關鍵字:||訊息正反性;產品正反性;認知;態度;購買意願;message framing;product type;cognition;attitude;purchase intention|
This research aims to understand the interactive effect between advertising appeals and product types on consumers’ cognition, attitude, and purchase intention. This research applies a 2*2 design—advertising appeals (positive and negative) serve as independent variables, product types (2 positive and 2 negative products) serve as moderators, and cognition, attitude, purchase intention serve as dependent variables. Eight different advertisements were designed to fit in this experiment. The main analysis method of this research is multivariate ANOVA. There are four main findings of this research: 1.The interactive effect between advertising appeals and product types on advertising effectiveness is significant. 2.For positive products, positive appeals are significantly more effective than negative appeals. 3.For negative products, there is no significant difference between positive and negative appeals. 4.For people who own positive products now, positive appeals are significantly more effective than negative appeals.
|Appears in Collections:||Thesis|
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