Toward a Further Understanding of Advertising Persuasion in Marketing Communication: The Influence of Advertising Appeals on Consumers’ Elaboration

• Main Authors: Chen Yin Liu, 劉貞吟
• Other Authors: Dong Jenn Yang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/fxd8hy

博士 === 義守大學 === 管理學院管理碩博士班 === 102 === An appropriate advertising appeal strategy is very important tactics in marketing communication (Johar & Sirgy, 1991). The persuasive effect of match between advertising appeal and product type would be more powerful than that mismatch (Nelson, Shavitt, Schennum, & Barkmeier, 1997; Paek, Choi, & Nelson, 2010). However, it is still not so clear in the course of event between message processing and attitude formation (Johar & Sirgy, 1991; Kim, Baek, & Choi, 2012; Slama & Singley, 1996). This research suggested that the initial response (cognitive or affective elaboration) was a critical influence in process. A 3 (search/experience/credence) × 2 (rational/emotional) between-subjects experimental design was conducted to investigate the role and effect of cognitive and affective elaboration. 2-way MANOVA and step-down procedures were used to analyze the survey data. The results showed that product type, advertising appeal and their interaction had an effect on cognitive or affective elaboration, then on attitude toward the ad; even it does not match (search product with emotional appeal and credence products with rational appeal) still had a significant influence. This provided a reasonable explanation why a product would use both advertising appeals in the same time. In addition, this research set up experiment 2 to explore the relationship between cognitive and affective elaboration. The results showed that rational message would increase the degree of cognitive elaboration; just sentimental message would not increase affective elaboration so much, however affective elaboration would reach the highest under both messages received. The result of this research will enhance organizations to control and balance the level of two types of elaboration in the advertising execution. Additionally the result of this research also can help organizations to induce consumer the desired response to the Advertisement.