How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator
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 the...
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ndltd-TW-101NCU053960452015-10-13T22:34:49Z http://ndltd.ncl.edu.tw/handle/89708904610030130718 How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator 廣告真實性如何影響品牌態度-以人格特質為調節變數 Ping-Tzen Chiu 邱品甄 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. Yi-Ching Hsieh 謝依靜 2013 學位論文 ; thesis 61 zh-TW |
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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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author2 |
Yi-Ching Hsieh |
author_facet |
Yi-Ching Hsieh Ping-Tzen Chiu 邱品甄 |
author |
Ping-Tzen Chiu 邱品甄 |
spellingShingle |
Ping-Tzen Chiu 邱品甄 How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator |
author_sort |
Ping-Tzen Chiu |
title |
How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator |
title_short |
How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator |
title_full |
How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator |
title_fullStr |
How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator |
title_full_unstemmed |
How Does Authenticity of Advertising Affect Brand Attitude-Personality Traits As Moderator |
title_sort |
how does authenticity of advertising affect brand attitude-personality traits as moderator |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/89708904610030130718 |
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