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• Main Authors: Chien-Yi Pan, 潘謙儀
• Other Authors: 陳冠儒
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/rn7a7g

碩士 === 國立中央大學 === 企業管理學系 === 106 === In recent years, many worldwide brands and companies are using narrative advertisements to attract consumers and reduce negative impression in the marketing field. Building on theories such as typical theory, category theory, ad incongruence theory, and schema triggered affect theory, this study conceptualizes typicality of narrative ads and explores how such ads shape consumer behavior. To further evaluate consumers’ behavioral differences, the dual-process view in consumer cognitive is applied to compare the advertising effectiveness between rational cognitive or experience cognitive consumers. A two-factor (narrative advertisement type: typicality vs. atypicality and cognitive style: rational vs. experience) between-subject experimental design method was employed to stimulate 240 National Central University students’ reactions including attitude toward the ad, attitude toward the brand, purchasing intention, brand trust, and brand attachment. The results showed that both typical and atypical narrative ads were more effective for experience cognitive consumers than rational cognitive consumers in terms of the brand outcomes. The rational cognitive consumers only performed better than experience cognitive consumers on brand attachment in the condition of typical ads. Therefore, the research findings suggest that narrative ad type and cognitive style must be taken into consideration when designing efficient strategies to target consumer segments.