| Summary: | 碩士 === 國立中央大學 === 資訊管理學系 === 101 === Advertising is one of the channels that the company delivers messages to the customers. A persuasive advertising makes audiences believe that the advertising is real and conceivable. Consumers may judge the advertisement according to its authenticity, which then induce consumers’ different cognitive and emotional responses toward the advertisement. In addition, personality traits have been affect consumers’ emotional responses to advertisements. To have a better understanding of authenticity, we classify it into two types: indexical authenticity and iconic authenticity. The purpose of this study is to explore how different types of authenticity influence consumers’ emotional and cognitive responses; in addition, the moderating effects of personality traits are examined as they are important to advertising effects. Furthermore, whether the emotional and cognitive responses influence attitude towards the brand is also tested.
This research model is tested with data from online questionnaire. The results show that different personality traits will moderate the influence of different authenticity on the levels of emotion and counterargument. Whether indexically authentic or iconically authentic advertisements were shown to extroverts, open people and agreeable people, they will evoke more positive emotions and lower counterargument. When neurotic people and conscientious people see the iconically authentic advertising rather than the indexically authentic advertising, they will produce more negative emotions and higher counterarguments. In addition, the emotion evoked by advertising had significant positive impact on brand attitude and the counterargument evoked by advertising had significant negative impact on brand attitude. Finally, this research provides some managerial implications and directions for further research.
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