题名

比較對象與訊息框架對比較式廣告效果之影響

并列篇名

Influence of Comparative Targets and Message Framing in Comparative Advertising

DOI

10.29416/JMS.202301_30(1).0002

作者

周軒逸(Hsuan-Yi Chou)；鄭閎睿(Hung-Jui Cheng)

关键词

比較式廣告 ； 調節焦點理論 ； 定錨理論 ； 訊息框架 ； 廣告效果 ； Comparative Advertising ； Regulatory Focus Theory ； Anchoring Theory ； Message Framing ； Advertising Effectiveness

期刊名称

管理與系統

卷期/出版年月

30卷1期（2023 / 01 / 01）

页次

39 - 69

内容语文

繁體中文;英文
中文摘要

比較式廣告一向是廠商看重的廣告手法，透過與競爭品牌的比較，來呈現出廣告主產品的優勢，藉以說服消費者。本研究探討比較對象的選擇、數量、表現差距以及所使用之訊息框架對廣告效果的影響，並考量個體調節焦點的干擾。實驗結果發現：（1）額外加入市場平均屬性值作為比較對象、多個比較對象相較單一比較對象，都可提升廣告效果，且若多個比較對象彼此產品表現相近時，亦可增加購買意願；（2）兩比較產品使用之訊息框架可比較性會正向影響產品態度和購買意願；（3）消費者的調節焦點干擾不同比較對象、訊息框架的相對效果。研究結果對於比較式廣告、調節焦點、定錨、訊息框架等領域具有理論貢獻，並可供廠商在設計比較式廣告時如何創造較佳效果之參考。
英文摘要

Comparative advertising is an important promotion tool. In this method, by comparing with competing brands and highlighting the advantages of a particular advertiser's brand, attempts are made to persuade consumers. This study examines how choice of comparative targets, the number of comparative targets, gap in the performances between multiple comparative targets, and message framing affect the effectiveness of comparative advertising. Additionally, the moderating effect of consumer regulatory focus is explored. Experimental results reveal the following: (1) in a comparative advertisement, the simultaneous use of market average value and a competitive brand as comparative targets, compared with the use of only a competitive brand as the comparative target, yields better advertising effectiveness. Multiple comparative targets lead to better advertising effectiveness than a single comparative target. Similar (vs. dissimilar) performances between multiple comparative targets increase purchase intentions. (2) The degree of comparability of message framing used for the advertiser's as well as the competitor's products has a positive impact on both product attitudes and purchase intentions. (3) Consumer regulatory focus moderates the relative effects of the use of different comparative targets and message framing. This research makes theoretical contributions to comparative advertising, regulatory focus theory, anchoring theory, and message framing. It also offers practical suggestions on the design of comparative advertisements to generate better effects.
主题分类 基礎與應用科學 > 統計
社會科學 > 財金及會計學
社會科學 > 管理學
参考文献
  1. 施錦村(2014)。比較廣告案件內容結構分析。管理評論，33(1)，69-87。
    連結：
  2. 施錦村(2009)。比較廣告不同類別對衝突性利益與競爭效能關聯的干擾角色。管理與系統，16(1)，99-121。
    連結：
  3. 施錦村(2009)。比較廣告競爭效果影響因子分析。臺灣管理學刊，9(1)，47-64。
    連結：
  4. 鄧景宜,張重昭,駱冠霖,呂季芳(2008)。「焦點屬性與比較方式對廣告信任與態度的影響。行銷科學學報，4(1)，41-56。
    連結：
  5. 蕭至惠,蔡進發,許雅涵(2012)。自我建構與調節焦點對衝動性購買行為之影響。臺大管理論叢，23(1)，119-150。
    連結：
  6. Aaker, J. L.,Lee, A. Y.(2006).Understanding Regulatory Fit.Journal of Marketing Research,43(1),15-19.
  7. Ahluwalia, R.(2002).How Prevalent is the Negativity Effect in Consumer Environments.Journal of Consumer Research,29(2),270-279.
  8. Bambauer-Sachse, S.,Heinzle, P.(2018).Comparative Advertising: Effects of Concreteness and Claim Substantiation through Reactance and Activation on Purchase Intentions.Journal of Business Research,84,233-242.
  9. Barry, T. E.(1993).Twenty Years of Comparative Advertising in the United States.International Journal of Advertising,12(4),325-350.
  10. Byun, J.,Jang, S. S.(2018).To Compare or Not to Compare?”: Comparative Appeals in Destination Advertising of Ski Resorts.Journal of Destination Marketing & Management,10,143-151.
  11. Cesario, J.,Higgins, E. T.,Scholer, A. A.(2008).Regulatory Fit and Persuasion: Basic Principles and Remaining Questions.Social and Personality Psychology Compass,2(1),444-463.
  12. Chang, C. C.,Chou, Y. J.(2008).Goal Orientation and Comparative Valence in Persuasion.Journal of Advertising,37(1),73-87.
  13. Chapman, G. B.,Johnson, E. J.(2002).Incorporating the Irrelevant: Anchors in Judgments of Belief and Value.The Psychology of Judgment: Heuristics and Biases,New York, NY:
  14. Chernev, A.(2004).Goal-attribute Compatibility in Consumer Choice.Journal of Consumer Psychology,14(2),141-150.
  15. Chow, C. W. C.,Luk, C. L.(2006).Effects of Comparative Advertising in High and Low Cognitive Elaboration Conditions.Journal of Advertising Research,35(2),55-67.
  16. Corker K. S.,Jelinek S.(2013).A Self-regulatory Framework for Message Framing.Journal of Experimental Social Psychology,49(2),238-249.
  17. De Bock, T.,Van Kenhove, P.(2010).Consumer Ethics: The Role of Self-Regulatory Focus.Journal of Business Ethics,97(2),241-255.
  18. del Barrio-García, S.,Muñoz-Leiva, F,Golden, L.(2020).A Review of Comparative Advertising Research 1975–2018: Thematic and Citation Analyses.Journal of Business Research,121,73-84.
  19. del Barrio-García, S.Luque-Martínez, T.(2003).Modelling Consumer Response to Differing Levels of Comparative Advertising.European Journal of Marketing,37(1/2),256-274.
  20. DelVecchio, D.,Lakshmanan, A.,Krishnan, H. S.(2009).The Effects of Discount Location and Frame on Consumers’ Price Estimates.Journal of Retailing,85(3),336-346.
  21. Dodoo, N. A.,Wen, J.,Wu, L.(2020).Unguarded against Persuasion and Willing to Share: The Combined Effect of Chronic Regulatory Focus and Disclosure Language on Consumer Responses to Native Advertising.Journal of Interactive Advertising,20(3),273-288.
  22. Esch, F. R.,Schmitt, B. H.,Redler, J.,Langner, T.(2009).The Brand Anchoring Effect: A Judgment Bias Resulting from Brand Awareness and Temporary Accessibility.Psychology & Marketing,26(4),383-395.
  23. Eyada, B.,Milla, A. C.(2020).Comparative Advertising: Proposed Guidelines for Middle Marketers.International Journal of Marketing Studies,12(2),23-37.
  24. Friedman, R. S.,Förster, J(2001).The Effects of Promotion and Prevention Cues on Creativity.Journal of Personality and Social Psychology,81(6),1001-1013.
  25. Gallagher, K.,Foster, K. D.,Parsons, J.(2001).The Medium is not the Message: Advertising Effectiveness and Content Evaluation in Print and on the Web.Journal of Advertising Research,41(4),57-70.
  26. Grewal, D.,Kavanoor, S.,Fern, E. F.,Costley, C.,Barnes, J.(1997).Comparative versus Noncomparative Advertising: A Meta-analysis.Journal of Marketing,61(4),1-15.
  27. Higgins, E. T.(2005).Value from Regulatory Fit.Current Directions in Psychological Science,14(4),209-213.
  28. 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.
  29. Higgins, E. T.(1997).Beyond Pleasure and Pain.American Psychologist,52(12),1280-1300.
  30. Hsu, T.,Tam, L.(2021).The Moderating Effects of Typicality and the Mediating Effects of Advertising Message Involvement on Comparative Advertising.Academy of Marketing Studies Journal,25(5),1-12.
  31. Jain, S. P.,Agrawal, N.,Maheswaran, D.(2007).When More may be Less: The Effect of Regulatory Focus on Responses to Maximal/Minimal Comparative Frames.Advances in Consumer Research,34,200-205.
  32. Jain, S. P.,Buchanan, B.,Maneswaran, D.(2000).Comparative versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability.Journal of Consumer Psychology,9(4),201-211.
  33. Jain, S. P.,Lindsey, C.,Agrawal, N.,Maheswaran, D.(2007).For Better, for Worse: Valenced Comparative Frames and Regulatory Focus.Journal of Consumer Research,34(1),57-65.
  34. Jain, S. P.,Posavac, S. S.(2004).Valenced Comparisons.Journal of Marketing Research,41(1),46-58.
  35. Kalro, A. D.,Sivakumaran, B.,Marathe, R. R.(2017).The Ad Format-strategy Effect on Comparative Advertising Effectiveness.European Journal of Marketing,51(1),99-122.
  36. Kao, D. T.(2012).Exploring the Effect of Regulatory Focus on Ad Attitudes: The Moderating Roles of Message Sidedness and Argument Quality.International Journal of Psychology,47(2),142-153.
  37. Kim, S.,Jeong, S. H.,Hwang, Y.(2018).Why are There Cross-national Differences in Response to Comparative Advertising? Some Mediators.Journal of Marketing Communications,24(6),569-587.
  38. Kirmani, A.,Zhu, R.(2007).Vigilant Against Manipulation: The Effect of Regulatory Focus on the Use of Persuasion Knowledge.Journal of Marketing Research,44(4),688-701.
  39. Koçaş, C.,Dogerlioglu-Demir, K.(2020).The 1 in 1,000,000: Context Effects of How Numbers Cue Different Kinds of Incidental Environmental Anchoring in Marketing Communications.Journal of Business Research,109,536-544.
  40. Köcher, S.,Jugovac, M.,Jannach, D.,Holzmüller, H. H.(2019).New Hidden Persuaders: An Investigation of Attribute-Level Anchoring Effects of Product Recommendations.Journal of Retailing,95(1),24-41.
  41. Ku, H. H.,Kuo, C. C.,Kuo, T. W.(2012).The Effects of Scarcity on the Purchase Intentions of Prevention and Promotion Motivated Consumers.Psychology & Marketing,29(8),541-548.
  42. Lafferty, B. A.,Goldsmith, R. E.(1999).Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser is Used in the Ad.Journal of Business Research,44(2),109-116.
  43. Latimer, A. E.,Williams-Piehota, P.,Katulak, N. A.,Cox, A.,Mowad, L.,Higgins, E. T.,Salovey, P.(2008).Promoting Fruit and Vegetable Intake through Messages Tailored to Individual Differences in Regulatory Focus.Annals of Behavioral Medicine,35(3),363-369.
  44. Lee, Y. A.,Aaker, L. J.(2004).Bring the Frame into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion.Journal of Personality and Social Psychology,86(2),205-218.
  45. Levin, B.(2000).Aspect, Lexical Semantic Representation, and Argument Expression.Proceedings of the 26th Annual Meeting of the Berkeley Linguistics Society: General Session and Parasession on Aspect,Berkeley, CA:
  46. Li, X.,Jain, S. S.,Shen, Y. A.,Jain, S. P.(2021).Power and Message Framing: The Case of Comparative Advertising.Customer Needs and Solutions,8(1),41-49.
  47. Lin, C. H.,Chen, M.(2017).Follow Your Heart: How is Willingness to Pay Formed Under Multiple Anchors?.Frontiers in Psychology,8
  48. Lin, C. Y.,Yeh, W. J.(1507).How Does Health-Related Advertising with a Regulatory Focus and Goal Framing Affect Attitudes toward Ads and Healthy Behavior Intentions?.International Journal of Environmental Research and Public Health,14(12)
  49. Liu, S. Q.,Mattila, A. S.(2016).Using Comparative Advertising to Promote Technology-based Hospitality Services.Cornell Hospitality Quarterly,57(2),162-171.
  50. Meyer, P.(1988).Defining and Measuring Credibility of Newspapers: Developing an Index.Journalism quarterly,65(3),567-574.
  51. Meyers-Levy, J.,Malaviya, P.(1999).Consumers’ Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories.Journal of Marketing,63(4),45-60.
  52. Micu, C. C.,Chowdhury, G. T.(2010).The Effect of Message’s Regulatory Focus and Product Type on Persuasion.Journal of Marketing Theory and Practice,18(2),181-190.
  53. Miniard, P. W.,Barone, M. J.,Rose, R. L.,Manning K. C.(2006).A Future Assessment of Indirect Comparative Advertising Claims of Superiority Over All Competitors.Journal of Advertising,35(4),53-64.
  54. Mogilner, C.,Aaker, J. L.,Pennington, G. L.(2008).Time will Tell: The Distant Appeal of Promotion and Imminent Appeal of Prevention.Journal of Consumer Research,34(5),670-681.
  55. Muehling, D. D.,Sprott, D. E.(2004).The Power of Reflection: An Empirical Examination of Nostalgia Advertising Effects.Journal of Advertising,33(3),25-35.
  56. Muk, A.,Chung, C.,Chang, E. C.(2017).The Effects of Comparative Advertising on Young Consumers’ Perceptions: Cross-cultural Comparison between the United States and Taiwan.Journal of Promotion Management,23(1),100-122.
  57. Mussweiler, T.,Strack, F.(2000).The Use of Category and Exemplar Knowledge in the Solution of Anchoring Tasks.Journal of Personality and Social Psychology,78(6),1038-1052.
  58. Nagar, K.(2015).Consumers’ Evaluation of Ad-brand Congruity in Comparative Advertising.Journal of International Consumer Marketing,27(3),253-276.
  59. Neese, W. T.,Foxx, W.,Eppler, D. B.(2019).The Effectiveness of Comparative Advertising in the US Automobile Market Influenced by Consumer Ethnocentrism, Industry-Specific Personal Characteristics, and Foreign versus Domestic Brand Ownership.Journal of Global Scholars of Marketing Science,29(1),114-128.
  60. Paek, H. J.,Yoon, H. J.,Hove, T.(2011).Not All Nutrition Claims are Perceived Equal: Anchoring Effects and Moderating Mechanisms in Food Advertising.Health Communication,26(2),159-170.
  61. Park, S. Y.,Morton, C. R.(2015).The Role of Regulatory Focus, Social Distance, and Involvement in Anti-High-Risk Drinking Advertising: A Construal-Level Theory Perspective.Journal of Advertising,44(4),338-348.
  62. Pascal, V. J.,Sprott, D. E.,Muehling, D. D.(2002).The Influence of Evoked Nostalgia on Consumers’ Responses to Advertising: An Exploratory Study.Journal of Current Issues & Research in Advertising,24(1),39-47.
  63. Pechmann, C.,Stewart, D. W.(1991).How Direct Comparative Ads and Market Share Affect Brand Choice.Journal of Advertising Research,31(6),47-55.
  64. Pierro, A.,Giacomantonio M.,Pica, G.,Mannetti, L.,Kruglanski, A. W.,Higgins, E. T.(2013).When Comparative Ads are More Effective: Fit with Audience’s Regulatory Mode.Journal of Economic Psychology,38,90-103.
  65. Poels, K.,Janssens, W.,Herrewijn, L.(2013).Play Buddies or Space Invaders? Players’ Attitudes Toward In-Game Advertising.Journal of Advertising,42(2-3),204-218.
  66. Punj, G.,Moon, J.(2002).Positioning Options for Achieving Brand Association: A Psychological Categorization Framework.Journal of Business Research,55(4),275-283.
  67. Rao, A. R.,Monroe, K. B.(1988).The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations.Journal of Consumer Research,15(4),253-264.
  68. Roy, R.,Sharma, P.,Chan, R. Y.,Potdar, V.(2021).Exploring the Role of Spotlight Effect in Pay‐What‐You‐Want (PWYW) Pricing—An Anchoring and Adjustment Perspective.Psychology & Marketing,38(5),866-880.
  69. Shen, B(2015).College of Communication and Information Sciences, University of Alabama.
  70. Shiv, B.,Edell Britton, J.,Payne, J.(2004).Does Elaboration Increase or Decrease the Effectivieness of Negatively versus Positively Framed Messages.Journal of Consumer Research,31(1),199-208.
  71. Spiegel, S.,Grant-Pillow, H.,Higgins, E.(2004).How Regulatory Fit Enhances Motivational Strength during Goal Pursuit.European Journal of Social Psychology,34(1),39-54.
  72. Strack, F.(1992).The Different Routes to Social Judgments: Experiential versus Informational Strategies.The Construction of Social Judgments,Hillsdale, NJ:
  73. Tanford, S.,Choi, C.,Joe, S. J.(2019).The Influence of Pricing Strategies on Willingness to Pay for Accommodations: Anchoring, Framing, and Metric Compatibility.Journal of Travel Research,58(6),932-944.
  74. Thompson, D. V.,Hamilton, R. W.(2006).The Effects of Information Processing Mode on Consumers’ Response to Comparative Advertising.Journal of Consumer Research,32(4),530-540.
  75. Tversky, A.,Kahneman, D.(1974).Judgment under Uncertainty: Heuristics and Biases.Science,185(4157),1124-1131.
  76. Van Auken, S.,Adams, A. J.(1999).Across- versus Within-Class Comparative Advertising: Insights into Prestige Class Anchoring.Psychology & Marketing,16(5),429-450.
  77. Whyte, G.,Sebenius, J. K.(1997).The Effect of Multiple Anchors on Anchoring in Individual and Group Judgment.Organizational Behavior and Human Decision Processes,69(1),75-85.
  78. Wilson, T. D.,Houston, C. E.,Etling, K. M.,Brekke, N.(1996).A New Look at Anchoring Effects: Basic Anchoring and Its Antecedents.Journal of Experimental Psychology: General,125(1),387-402.
  79. Wu, L.,Wen, T. J.(2019).Exploring the Impact of Affect on the Effectiveness of Comparative versus Non-Comparative Advertisements.International Journal of Advertising,38(2),296-315.
  80. Yagci, M. I.,Biswas A.,Dutta S(2009).Effects of Comparative Advertising Format on Consumer Responses: The Moderating Effects of Brand Image and Attribute Relevance.Journal of Business Research,62(8),768-774.
  81. Yi, S.,Baumgartner, H.(2008).Motivational Compatibility and the Role of Anticipated Feelings in Positively Valenced Persuasive Message Framing.Psychology & Marketing,25(11),1007-1026.
  82. Yucel-Aybat, O.,Kramer, T.(2018).The Impact of Competitiveness on Consumer Responses to Comparative Advertisements.Journal of Advertising,47(2),198-212.
  83. Zaichkowsky, J. L.(1994).The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising.Journal of Advertising,23(4),59-70.
  84. Zhao, M.,Xie, J.(2011).Effects of Social and Temporal Distance on Consumers’ Responses to Peer Recommendations.Journal of Marketing Research,48(3),486-496.
  85. 葉閔宏，「客觀事實的比較式廣告」，動腦雜誌，民國 108 年 5 月 2 日，取自http://www.brain.com.tw/news/articlecontent?ID=45041，民國 106 年。
  86. 蕭湘如,李玉惠(2000)。錨點個數與錨點一致性對定錨效果的影響。中華心理學刊，42，155-170。
print cancel