練乃華2006-07-252018-06-292006-07-252018-06-292002http://ntur.lib.ntu.edu.tw//handle/246246/3061國立台灣大學商學研究所碩士班研究生 本研究旨在探討兩項個人差異變數- 認知需求和情感密集度-在不同類型的幽 默廣告作用過程中所扮演的角色，主要研 究問題包括：1）各類型幽默廣告效果如何 因個人差異而改變2）個人差異與幽默廣告 中介過程之關係。研究結果顯示認知型幽 默對認知需求較高者較為有效，情感型幽 默可增進情感密集度較高者的廣告態度。 隨著認知需求程度的增加，幽默廣告的中 介變數由廣告態度改變為認知想法。情感 密集度對於情感型幽默和非幽默廣告有透 過情緒反應的間接效果，對於認知型幽默則尚有直接效果。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.application/pdf199449 bytesapplication/pdfzh-TW國立臺灣大學工商管理學系幽默廣告認知型幽默情感型幽默認知需求情感密集度humorous adsaffective humorcognitive humorneed for cognitionaffect intensityreporthttp://ntur.lib.ntu.edu.tw/bitstream/246246/3061/1/902416H002023.pdf