質疑性訊息、消費者自我建構與說服

Query-Based Information, Self-Construals and Persuasion

10.6226/NTUMR.202108_31(2).0004

顧萱萱(Hsuan-Hsuan Ku)

質疑性訊息 ； 自我建構 ； 購買不確定性 ； 產品吸引力 ； query-based information ； self-construal ； purchase uncertainty ； product attractiveness

臺大管理論叢

31卷2期（2021 / 08 / 01）

101 - 128

繁體中文;英文

質疑性說服指透過提問方式使消費者對自我決策產生疑慮，進而關注替代方案的作法，為廣告中重要說服策略。為探測質疑性訊息之說服效果，本研究透過操弄產品迷思、知識偏誤此二調節焦點，以及參照主體，以質疑消費者選擇，瞭解其對不同自我建構者引發的購買不確定性與說服力。研究結果發現當產品功效不當迷思或知識偏誤之訊息採用促進焦點框架以質疑選擇決策時，易引發獨立自我者之知覺購買不確定性，進而提高廣告產品吸引力評價；反之，對相依自我者而言，預防焦點訊息之說服效果較佳。此外，當質疑手法訴求個人而非群眾選擇性，較能誘使獨立自我者懷疑過往決策，增進所知覺之廣告產品吸引力，但相依自我者則較易受群眾選擇性影響，引發購買不確定性，以致提高產品吸引力。

Queries about product choices are widely practiced in advertising in which recipients are invited to reflect on purchase decisions while their interests in alternative choices are prompted. Manipulating in terms of the regulatory focus of queries as well as self-or others-frames, this paper identifies purchase uncertainty as a mediator for analyzing product evaluations of consumers with different self-construals in response to queries phrasing in ads for new products. Results show that queries phrased in promotion-focused (vs. prevention-focused) terms yield greater purchase uncertainty and more favorable product evaluation for persons who self-construe as independent rather than interdependent. Furthermore, the independent have more preferential attitudes toward the products when promoted with a self-framed rather than others-framed query, while the reverse occurs for the interdependent. The query effects are mediated by purchase uncertainty.

1. Aaker, J. L.,Lee, A. Y.(2001)."I" seek pleasures and "we" avoid pains: The role of self-regulatory goals in information processing and persuasion.Journal of Consumer Research,28(1),33-49.
2. Agrawal, N.,Maheswaran, D.(2005).The effects of self-construal and commitment on persuasion.Journal of Consumer Research,31(4),841-849.
3. Ahluwalia, R.,Burnkrant, R. E.(2004).Answering questions about questions: A persuasion knowledge perspective for understanding the effects of rhetorical questions.Journal of Consumer Research,31(1),26-42.
4. Aljukhadar, M.,Trifts, V.,Senecal, S.(2017).Consumer self-construal and trust as determinants of the reactance to a recommender advice.Psychology & Marketing,34(7),708-719.
5. Areni, C. S.(2003).The effects of structural and grammatical variables on persuasion: An elaboration likelihood model perspective.Psychology & Marketing,20(4),349-375.
6. Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
7. Brewer, M. B.,Gardner, W.(1996).Who is this "we"? Levels of collective identity and self representations.Journal of Personality and Social Psychology,71(1),83-93.
8. Burnkrant, R. E.,Howard, D. J.(1984).Effects of the use of introductory rhetorical questions versus statements on information processing.Journal of Personality and Social Psychology,47(6),1218-1230.
9. Das, G.,Roy, R.,Spence, M. T.(2020).The mitigating effect of matching regulatory focus with arousal‐inducing stimuli in service failure situations.Psychology & Marketing,37(10),1420-1432.
10. Escalas, J. E.,Bettman, J. R.(2005).Self-construal, reference groups, and brand meaning.Journal of Consumer Research,32(3),378-389.
11. Fitzsimons, G. J.,Shiv, B.(2001).Nonconscious and contaminative effects of hypothetical questions on subsequent decision making.Journal of Consumer Research,28(2),224-238.
12. Gardner, W. L.,Gabriel, S.,Lee, A. Y.(1999)."I" value freedom, but "we" value relationships: Self-construal priming mirrors cultural differences in judgment.Psychological Science,10(4),321-326.
13. Haas, A.,Kenning, P.(2014).Utilitarian and hedonic motivators of shoppers’ decision to consult with salespeople.Journal of Retailing,90(3),428-441.
14. Hagtvedt, H.(2015).Promotional phrases as questions versus statements: An influence of phrase style on product evaluation.Journal of Consumer Psychology,25(4),635-641.
15. Hamilton, R. W.,Biehal, G. J.(2005).Achieving your goals or protecting their future? The effects of self-view on goals and choice.Journal of Consumer Research,32(2),277-283.
16. Hayes, A. F.(2013).Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach.New York, NY:The Guilford Press.
17. Heine, S. J.,Lehman, D. R.,Markus, H. R.,Kitayama, S.(1999).Is there a universal need for positive self-regard?.Psychological Review,106(4),766-794.
18. Herzenstein, M.,Posavac, S. S.,Brakus, J. J.(2007).Adoption of new and really new products: The effects of self-regulation systems and risk salience.Journal of Marketing Research,44(2),251-260.
19. Higgins, E. T.(2000).Making a good decision: Value from fit.American Psychologist,55(11),1217-1230.
20. Higgins, E. T.(2002).How self-regulation creates distinct values: The case of promotion and prevention decision making.Journal of Consumer Psychology,12(3),177-191.
21. Howard, D. J.(1991).The positioning of rhetorical and non-rhetorical questions and the use of self-referencing in print advertising.Journal of Business and Psychology,5(3),397-410.
22. Iyengar, S. S.,Lepper, M. R.(1999).Rethinking the value of choice: A cultural perspective on intrinsic motivation.Journal of Personality and Social Psychology,76(3),349-366.
23. Jeon, E.,Han, Y.,Nam, M.(2020).How you see yourself influences your color preference: Effects of self‐construal on evaluations of color combinations.Psychology & Marketing,37(7),980-994.
24. Kim, H.,Markus, H. R.(1999).Deviance or uniqueness, harmony or conformity? A cultural analysis.Journal of Personality and Social Psychology,77(4),785-800.
25. Ku, H. H.,Chen, M. J.(2020).Promotional phrases as analogical questions: Inferential fluency and persuasion.European Journal of Marketing,54(4),713-739.
26. Ku, H. H.,Huang, C. Y.,Shen, Z. R.(2019).Problem versus benefit focus: Phrasing questions to enhance self-referencing and persuasion.Journal of Marketing Management,35(17-18),1689-1709.
27. Lee, A. Y.,Aaker, J. L.,Gardner, W. L.(2000).The pleasure and pains of distinct self-construals: The role of interdependence in regulatory focus.Journal of Personality and Social Psychology,78(6),1122-1134.
28. Main, K.,Guo, W.(2014).Can persuasion knowledge change preferred persuasion based on self-construal?.Advances in Consumer Research,Duluth, MN:
29. Mandel, N.(2003).Shifting selves and decision making: The effects of self-construal priming on consumer risk-taking.Journal of Consumer Research,30(1),30-40.
30. Mao, H.,Li, X.,Desai, K. K.,Jain, S. P.(2016).Self-construal and feature centrality.Marketing Letters,27(4),781-789.
31. Markus, H. R.,Kitayama, S.(1991).Culture and the self: Implications for cognition, emotion, and motivation.Psychological Review,98(2),224-253.
32. Petty, R. E.,Cacioppo, J. T.,Heesacker, M.(1981).Effects of rhetorical questions on persuasion: A cognitive response analysis.Journal of Personality and Social Psychology,40(3),432-440.
33. Pham, M. T.,Avnet, T.(2004).Ideals and oughts and the reliance on affect versus substance in persuasion.Journal of Consumer Research,30(4),503-518.
34. Pounders, K. R.,Lee, S.,Mackert, M.(2015).Matching temporal frame, self-view, and message frame valence: Improving persuasiveness in health communications.Journal of Advertising,44(4),388-402.
35. Shah, J.,Higgins, T.,Friedman, R. S.(1998).Performance incentives and means: How regulatory focus influences goal attainment.Journal of Personality and Social Psychology,74(2),285-293.
36. Simpson, B.,Schreier, M.,Bitterl, S.,White, K.(2021).Making the world a better place: How crowdfunding increases consumer demand for social-good products.Journal of Marketing Research,58(2),363-376.
37. Singelis, T. M.(1994).The measurement of independent and interdependent self-construals.Personality and Social Psychology Bulletin,20(5),580-591.
38. Spassova, G.,Lee, A. Y.(2013).Looking into the future: A match between self-view and temporal distance.Journal of Consumer Research,40(1),159-171.
39. Stapel, D. A.,Koomen, W.(2001).I, we, and the effects of others on me: How self-construal level moderates social comparison effects.Journal of Personality and Social Psychology,80(5),766-781.
40. Sung, Y.,Choi, S. M.(2011).Increasing power and preventing pain: The moderating role of self-construal in advertising message framing.Journal of Advertising,40(1),71-85.
41. Sung, Y.,Choi, S. M.,Tinkham, S. F.(2012).Brand-situation congruity: The roles of self-construal and brand commitment.Psychology & Marketing,29(12),941-955.
42. Swasy, J. L.,Munch, J. M.(1985).Examining the target of receiver elaborations: Rhetorical question effects on source processing and persuasion.Journal of Consumer Research,11(4),877-886.
43. Wan, E. W.,Hong, J.,Sternthal, B.(2009).The effect of regulatory orientation and decision strategy on brand judgments.Journal of Consumer Research,35(6),1026-1038.
44. Wei. W.,Miao, L.,Cai, L. A.,Adler, H.(2012).The influence of self-construal and coconsumption others on consumer complaining behavior.International Journal of Hospitality Management,31(3),764-771.
45. Yang, H.,Stamatogiannakis, A.,Chattopadhyay, A.(2015).Pursuing attainment versus maintenance goals: The interplay of self-construal and goal type on consumer motivation.Journal of Consumer Research,42(1),93-108.
46. Zhang, Y.,Buda, R.(1999).Moderating effects of need for cognition on responses to positively versus negatively framed advertising messages.Journal of Advertising,28(2),1-15.

1. 陳亦嘉,張純端,張佳涵(2022)。孤伶伶讓人憐？探討受害者數量、慈善議題種類與自我建構個人差異對慈善廣告效果之影響。臺大管理論叢，32(2)，85-122。