The Impact of Fear Appeals on Advertising Effect of Health Food for Older Adult -- The Moderating Effect of Advertising Appeals, Message Framing and Perceived Health

• Main Authors: Yi-Ting Lin, 林怡葶
• Other Authors: Ta-Kuang Hsu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/01511783126750054799

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 99 === 　　As the living standard rises, consumers concern about healthy topics day by day. However, more and more researches have proven fear appeal is persuasive and efficient academically and practically. 　　Based on The Extended Parallel Process Model（EPPM）, the main research purpose is to investigate the relationship between the degree of fear and advertising effect, and add two elements which are popular to use in the advertisement: advertising appeals and message framing. To understand how advertising appeals and message framing moderate independent variables is another crucial goal of this paper. Furthermore, consumer’s perceived health is also used as a moderate independent variable. Through experiment design, the scenario of this study is an advertising of health food information. An experiment of fear appeals（high, low）, advertising appeals（ration, emotional） and message framing（positve, negative）2x2x2 factorial design is conducted. In this study, statistical analysis was consisted of descriptive statistics, independent sample t test and analysis of variance method to understand the main and interactive effects of these factors on advertising effectiveness. 　　The subjects are older adult between the ages of 55-64. Questionnaires were sent to 320 people for survey and 256 responses were valid data and were used in the data analysis by a statistic program, SPSS 17.0. The research results indicated the following situations: 1、It showed a significant positive correlation between degree of fear and advertising effect. 2、The advertising appeals had no interference effects on the correlations between degree of fear and advertising effect. 3、The advertising effect would be better when degree of fear was higher and when message framing was positive. 4、The degree of fear, advertising appeals and message framing had three-way interaction: When the advertisement use ration appeal and the message is negative, the degree of fear and the advertising effect had a positive correlation; when the appeal is emotional and the message is positive, the degree of fear and the advertising effect had the same outcome. 5、The consumer’s perceived health had interference effects on the correlations between degree of fear and advertising effect. Namely, the advertising effect would be better when degree of fear was higher and when consumer’s perceived health was better. In addition, the advertising effect would be better when no matter the degree of fear was higher or lower and when consumer’s perceived health was worse.