题名

節目越燒腦越不會被說服：認知資源角度探討產品置入效果

并列篇名

The More Program Consumes Your Brain, The Less You Are Persuaded by Product Placement: The Cognitive Resources Perspective

作者

駱少康(Shao-Kang Lo)；謝艾芸(Ai-Yun Hsieh)；劉致緯(Chih-Wei Liu)

关键词

產品置入 ； 認知資源 ； 社交媒體 ； 說服訴求 ； 單純展露效應 ； Product placement ； Cognitive resources ； Social media ； Persuasive appeal ； Mere exposure effect

期刊名称

資訊管理學報

卷期/出版年月

30卷2期（2023 / 04 / 30）

页次

167 - 191

内容语文

繁體中文;英文
中文摘要

產品置入已是突破廣告避免的重要行銷手段。本研究以認知資源角度討論節目類型、置入形式及說服訴求類型在置入效果的影響。實驗一執行螢幕置入於耗費閱聽者不同認知資源程度節目類型中，結果顯示在耗費認知資源較少的節目類型中，置入標的所獲得之消費者眼球凝視行為以及對標的之態度，皆會高於在耗費認知資源較多的節目類型中；實驗二是將情節置入操作於耗費閱聽者不同程度認知資源的節目類型中，結果顯示兩類型影片獲得的消費者眼球凝視行為並沒有顯著差異。進一步操作劇情帶入置入產品時的說服訴求，驗證了以情感性訴求設計在耗費不同程度認知資源節目類型下，消費者對置入產品之態度並沒有差異，但是以認知性訴求的情境置入在需耗費認知資源較低節目中，卻會比在耗費認知資源較高的影片，獲得較高之標的態度。
英文摘要

Product placement is an important marketing tool to break through consumers' advertising avoidance behavior. From the perspective of cognitive resources, this study discusses the influence of program type, product placement form and persuasive appeal on product placement effectiveness. In Experiment 1, screen placement was performed in program that audience consumes different levels of cognitive resource. The results show that when screen placement conducted in a video that consumes less cognitive resources, the participant's eye gaze behavior and attitude towards the product were higher than those in videos consumes more cognitive resources; In the second experiment, plot placement was applied to the program which audience consumes different cognitive resources. The results show that there is no significant difference in eye gaze behavior between the two videos. Further, operating the persuasive appeal. There is no difference in the attitude toward the product when the affective appeal is placed in the program that consumes different levels of cognitive resources. However, when the cognitive appeal is placed in the program that audience consumes less cognitive resources, it will obtain a higher attitude toward the target than when the cognitive appeal is placed in the video that consumes more cognitive resources.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 管理學
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