所有權對廣告勸服的影響

The Effect of Ownership on Advertising Persuasion

10.29931/MR.201006.0001

林鴻銘(Hung-Ming Lin)；吳毓君(Yu-Chun Wu)

稟賦效果 ； 所有權 ； 認知失調 ； 認知需求 ； 廣告勸服 ； endowment effect ； ownership ； cognitive dissonance ； need for cognition ； advertising persuasion

行銷評論

7卷2期（2010 / 06 / 01）

139 - 159

繁體中文

稟賦效果意指人們對於擁有物的價值評價高於他們沒有擁有時。本研究利用稟賦效果的概念，探討所有權對廣告勸服的影響，並瞭解不同認知需求程度的消費者對所有權與其廣告勸服之干擾效果。本研究採用兩個準實驗設計以檢驗所提之假說；實驗一爲單因子實驗設計，其因子爲所有權（擁有vs.未擁有），依變數為廣告勸服，研究結果指出，擁有物品的消費者與未擁有物品的消費者，其廣告勸服程度會有所不同，而擁有者比未擁有者具有較正向的廣告態度與較高的購買意願。實驗二則利用2（所有權：擁有vs.未擁有）×2（認知需求：高vs.低）準實驗設計，依變數爲廣告勸服，研究結果顯示，不同程度認知需求的消費者對於所有權在廣告勸服上存有顯著差異，低認知需求的消費者，擁有者比未擁有者較容易被廣告所勸服，而對於高認知需求的消費者，不論擁有與否，在廣告勸服上並無顯著差異。研究結果在實務上的應用與理論上的貢獻，在研究中也被一併討論。

This study employs the concept of the endowment effect to explore the effect of ownership on the advertising persuasion. In addition, need for cognition (NFC), is applied to examine the moderating effect between ownership and advertising persuasion. An independent experiment design is utilized in Study 1. The independent variable is ownership (owner vs. non-owner) while the dependent variable is advertising persuasion. The results indicate that owners are easier to be persuaded by ads than non-owners. A 2 (Ownership: owner vs. non-owner) × 2 (NFC: high vs. low) quasi-experiment with advertising persuasion as dependent variable is employed in Study 2. The results show, for low NFC consumers, owners are easier to be persuaded by ads than non-owners. But, for high NFC consumers, there is no significant difference between owners and non-owners.

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