多品牌代言人效果　雙重路径處理觀點

10.29986/TJA.200703.0004

潘家鑫

代言人 ； 思辨可能模式 ； 涉入感 ； 啟發系统模式 ； 雙重路徑處理

中國廣告學刊

12期（2007 / 03 / 01）

58 - 71

繁體中文

本研究探取消费者的雙重路徑處理觀點，試圖在思辨可能模式及啟發系统模式的理論架构下，探索多品牌代言人效果及代言人特質在消费者心中的定位，並以名模林志玲為例，由受测者评估林志玲適合代言之產品平類目，及對於這位代言人之態度舆認知回應。113位受訪者填寫窝問卷，内容包括廣告記憶舆封代言人印象及態度的開放式問题，以及代言人特質、適合擔任產品類目及涉入感等量表。 研究结果發现，受测者封於代言人不同的涉入感程度，影響其封代言人的認知回應、特質及適合代言產品评估，但涉入感封對愛訪者自由回憶廣告商品沒有顯著效果。研究结果顯示，多品牌代言人仍可能有相當的廣告效果，只要代言人特質舆商品配合；並且，當消费者認知代言人有較低的信賴感時，因代言人熟悉度高，使得訊息處理能力高，消费者反而會採取中央路徑處理商品訊息。

1. 陳正男、楊宗欣(2003)。以模糊多元尺度法衡量消費者對廣告代言人之知覺與偏好。管理評論，22(3)，67-89。
   連結：
2. Batra, R.,Homer, P. M.(2004).The situational impact of brand image beliefs.Journal of Consumer Psychology,14,318-330.
3. Burnett, J. J.(1993).Promotion management.Boston, MA:Houghton Mifflin.
4. Burroughs, W. F.,Feinberg, R. A.(1987).Using response latency to assess spokesperson effectiveness.Journal of Consumer Research,14,295-299.
5. Chaffee, S. H.,Roser, C.(1986).Involvement and the consistency of knowledge, attitudes, and behaviors.Communication Research,13,373-399.
6. Chaiken, S.(1980).Heuristic versus systematic information processing and the use of source versus message cues in persuasion.Journal of Personality and Social Psychology,39,752-766.
7. Chaiken, S.,Maheswaran, D.(1994).Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment.Journal of Personality & Social Psychology,66,460-473.
8. Clow, K. E.,Baack, D.(2002).Upper Saddle River.NJ:Prentice Hall.
9. Douglas, D. F.,Westley, B. H.,Chaffee, S. H.(1970).An information campaign that changed community attitudes.Journalism Quarterly,47,479-492.
10. Friedman, H. H.,Friedman, L.(1979).Endorser effectiveness by product type.Journal of Advertising Research,19,63-71.
11. Friedman, H. H.,Termini, S.,Washington, R.(1976).The effectiveness of advertisements utilizing four types of endorsers.Journal of Advertising,5,22-24.
12. Hullett, C. R.(2002).Charting the process underlying the change of value-expressive attitudes: The importance of value-relevance in predicting the matching effect.Communication Monographs,69,158-178.
13. Johnson, B. T.,Eagly, A. H.(1989).Effects of involvement on persuasion: A meta-analysis.Psychological Bulletin,106,290-314.
14. Kamins, M. A.(1990).An investigation into the `match-up` hypothesis in celebrity advertising: When beauty may be only skin deep.Journal of Advertising,19,4-13.
15. Kirmani, A.,Shiv, B.(1989).Effects of source congruity on brand attitudes and beliefs: The moderating role of issue-relevant elaboration.Journal of Consumer Psychology,7(1),25-47.
16. Krugman, H. E.(1966).The measurement of advertising involvement.Public Opinion Quarterly,29,349-356.
17. Maio, G. R.,Olson, J. M.(1994).Value-attitude-behavior relations: The moderating role of attitude functions.British Journal of Social Psychology,33,301-312.
18. McCracken, G.(1989).Who is the celebrity endorser? Culture foundations of the endorsement process.Journal of Consumer Research,16,310-321.
19. Mongeau, P. A.,Stiff, J. B.(1993).Specifying causal relationships in the Elaboration Likelihood Model.Communication Theory,3,65-72.
20. Mullen, B.,Johnson, C.(1990).The psychology of consumer behavior.Hillsdale, NJ:Lawrence Erlbaum.
21. Petty, R. E.,Cacioppo, J. T.(1986).Communication and persuasion: Central and peripheral routes to attitude change.New York:Springer-Verlag.
22. Petty, R. E.,Cacioppo, J. T.,Goldman, R.(1981).Personal involvement as a determinant of argument-based persuasion.Journal of Personality and Social Psychology,41,847-855.
23. Petty, R. E.,Cacioppo, J. T.,Schumann, D.(1983).Central and peripheral routes to advertising effectiveness: The moderating role of involvement.The Journal of Consumer Research,10,35-146.
24. Petty, R. E.,Wegener, D. T.,S. Chaiken,Y. Trope (Eds.)(1999).Dual-process theories in social psychology.New York:Guilford.
25. Priester, J. R.,Petty, R. E.(2003).The influence of spokesperson trustworthiness on message elaboration, attitude strength, and advertising effectiveness.Journal of Consumer Psychology,13,408-421.
26. Shimp, T. A.(1997).Advertising, promotion, and supplemental aspects of integrated marketing communications.Orlando, FL:Dryden.
27. Slater, M. D.,J. P. Dillard,M. Pfau (Eds.)(2002).The persuasion handbook: Developments in theory and practice.Thousand Oaks, CA:Sage.
28. Slater, M. D.,Rouner, D.(1996).Value-affirmative and value-protective processing of alcohol education messages that include statistical evidence or anecdotes.Communication Research,23,210-235.
29. Tripp, C.,Jensen, T. D.,Carlson, L.(1994).The effects of multiple product endorsements by celebrities on consumers＇ attitudes and intentions.Journal of Consumer Research,20,535-547.
30. Xue, F.,Phelps, J. E.(2004).Internet-facilitated consumer-to-consumer communication: The moderating role of receiver characteristics.International Journal of Marketing and Advertising,1,121-136.
31. Zaichkowsky, J. L.(1985).Measuring the involvement construct.Journal of Consumer Research,12,341-352.
32. Zaichkowsky, J. L.(1994).Research notes: The personal involvement inventory: Reduction, revision, and application to advertising.Journal of Advertising,23,59-70.
33. 方雅青(2005)。商品邱比特：廣告代言瞄準你的心。突破雜誌，237，48-53。
34. 洪良浩(2005)。爲自己代言。突破雜誌，237，4。
35. 范碧珍(2005)。廣告代言人有銷售力。突破雜誌，237，6。
36. 蕭湘文(1998)。廣告代言人的公信力。動腦雜誌，267，18。
37. 賴東明(2004)。廣告代言須名副其實。突破雜誌，227，16-17。
38. 羅世宏譯(2000)。傳播理論－起源、方法與應用。台北:五南。

1. 張曼玲、姚立言(2010)。品牌個性與球隊認同感關係之評估—中華職棒球團為例。運動休閒管理學報，7(1)，55-69。