個人因素在幽默廣告勸服途徑中之角色研究
Other Title
The Role of Individual Differ ences in the Per suasion Pr ocess of
Humorous Advertising
Humorous Advertising
Date Issued
2002
Date
2002
Author(s)
DOI
902416H002023
Abstract
This study aims to investigate the roles
of two individual difference variables, need for cognition (NFC) and affect intensity (AI), in the persuasion process of various types of
humorous ads. The main research questions
are 1) how does individual difference
moderate the effects of humorous ads?2)
what's the relationship between individual
difference and the mediation process of
humorous ads? The results show that
cognitive humor is most effective to high-NFC consumers, while affective humor
enhances high-AI consumer's attitude toward the ad (Aad). The persuasion effect of humorous advertising is mediated by Aad for
low-NFC consumers, and by cognitive
thoughts for high-NFC consumers. For
affective-humor and non-humor ads, AI has
an indirect effect on Aad and brand attitude
through affective response. For
cognitive-humor ads, AI has both direct and
indirect effects.
Subjects
humorous ads
affective humor
cognitive humor
need for cognition
affect
intensity
intensity
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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902416H002023.pdf
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