The effects of spoken person toward consumer attitude under different scenarios

• Main Authors: Lu Hsueh-Han, 呂學翰
• Other Authors: 蘇宏仁
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/09464348935948754711

碩士 === 國立中正大學 === 企業管理所 === 93 === Abstract Advertising is always an important part of marketing communication. Endorsers, especially, have being used extensively in advertising. This study aimed to examine the effects of advertising on consumers’ attitudes under different situations. A plethora of studies has done on the effect of the negative publicity on the advertisement and the effect of different kind of spoken persons on the advertisement. The focus of this study is to investigate whether the number of endorser and the different level of negative publicity will have effect on consumers’ attitude toward the advertisement. Using undergraduates as respondents, a 3 (neutral publicity vs. ethical negative publicity vs. legal negative publicity) × 2 (single vs. multiple) endorser between-subjects design was used. Six different questionnaires corresponding to six different scenarios were designed to collect data from a group of undergraduate student. Since cell phone was most used by the college students, cell phone advertisement was chosen as the stimuli of this study. The dependent variables were consumer’s attitude toward the advertisement, attitude toward product, attitude toward endorser, and purchase intention. The major conclusions are as follows: 1. The number of endorsers did not exert any effect on consumers’ attitude toward the advertisement, attitude toward product and attitude toward endorser while purchase intention of the one endorser is significantly higher than that of the three endorsers. . 2. The negative celebrity information significantly influences the consumers’ attitude toward endorser, attitude toward product and attitude toward advertisement. The attitude toward endorser is significantly higher when a consumer is exposed to the neutral publicity than when a consumer is exposed to the legal negative publicity information. 3. The interactions between the number and the information of the endorsers are not significant on the dependent variables.