論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available
論文名稱 Title |
罪惡感還是羞恥感有效呢? 利己/利他廣告訴求與權力程度 對社會行銷廣告效果的影響 Guilt or Shame? The Influences of Self/Other-Benefit Appeals and Power on Advertising Effectiveness of Social Marketing |
||
系所名稱 Department |
|||
畢業學年期 Year, semester |
語文別 Language |
||
學位類別 Degree |
頁數 Number of pages |
162 |
|
研究生 Author |
|||
指導教授 Advisor |
|||
召集委員 Convenor |
|||
口試委員 Advisory Committee |
|||
口試日期 Date of Exam |
2016-08-15 |
繳交日期 Date of Submission |
2016-08-17 |
關鍵字 Keywords |
利己利他廣告訴求、羞恥感、罪惡感、權力程度、知覺訊息流暢性 self/other-benefit appeals, shame, guilt, power, processing fluency |
||
統計 Statistics |
本論文已被瀏覽 5830 次,被下載 27 次 The thesis/dissertation has been browsed 5830 times, has been downloaded 27 times. |
中文摘要 |
無論是政府或是非營利組織,常常以社會行銷廣告的方式向民眾宣導理念亦或提倡特定行為。其中罪惡感與羞恥感這兩種負面情緒類型,是最常被用來說服民眾的。本研究探討權力程度與利己利他廣告訴求如何影響廣告閱聽者在罪惡感或羞恥感的情緒下觀看廣告的廣告效果。本研究以實驗設計法進行,包括負面情緒類型(罪惡感 vs.羞恥感)、廣告訴求(利己 vs.利他)與權力程度(高 vs.低)三個自變數,為2x2x2 三因子實驗,實驗一衡量廣告閱聽者本身的權力特質,建立四種不同的實驗情境;實驗二將權力視為心理狀態,操弄廣告閱聽者的權力程度,建立八種不同的實驗情境,以上實驗皆透過廣告態度、行為意圖兩個依變數,探討不同情境對廣告效果的影響。 研究結果發現,負面情緒類型與廣告訴求具有交互作用影響,罪惡感情緒下需搭配利他廣告訴求;羞恥感情緒下需搭配利己廣告訴求。另外,在受訪者為低權力下,誘發其產生罪惡感並搭配使用利他廣告訴求時會有較佳的廣告效果;在受訪者為高權力下,誘發其產生羞恥感並搭配使用利己廣告訴求時會有較佳的廣告效果,以及知覺訊息流暢性在本研究中具有中介效果。依據此結果,行銷人員欲藉由這兩種負面情緒的操作,需要考慮目標客群的權力程度以及廣告訴的搭配使用,以得到最佳的廣告效果。 |
Abstract |
Social marketing is used by government and nonprofits to integrate marketing concepts with appropriate approaches to influence individuals’ and communities’ behaviors and enhance social well-being. Two major types of negative emotion (guilt and shame) are popular. This research proposes two moderators: self/other-benefit appeals and power. Two experimental studies with 2 (negative emotion type: guilt vs. shame) x2 (advertising appeal: self-benefit vs. other-benefit) x2 (power: high vs. low) between-subjects design are conducted. Power is assessed through a measurement scale while power is manipulated through a priming task. Attitudes toward the ad and behavioral intention as serve dependent measures. Results indicate a three-way interaction among negative emotion type, advertising appeal and power. When people are with low power, an other-benefit appeal primed with guilt feelings is more effective. When people are with high power, a self-benefit appeal primed with shame feelings is more effective. Processing fluency is found to be the underlying mechanism to explain the phenomena above. The findings provide insights into social marketing by delineating the role of factors including guilt and shame and moderating effects of advertising appeal and power on public response to social marketing ads. |
目次 Table of Contents |
論文審定書 i 謝誌 ii 摘要 iii Abstract iv 目錄 v 表次 vii 圖次 ix 第壹章 緒論 1 第一節 前言 1 第二節 研究背景 1 第三節 研究動機 3 第四節 研究目的與問題 5 第五節 研究架構 5 第貳章 文獻回顧 7 第一節 前言 7 第二節 負面情緒類型:罪惡感與羞恥感 7 第三節 廣告訴求:利己與利他 12 第四節 權力程度 14 第五節 小結 17 第參章 研究設計與方法 18 第一節 前言 18 第二節 研究假說與架構 18 第三節 兩個實驗建立 22 第四節 小結 23 第肆章 實驗一設計與分析 24 第一節 前言 24 第二節 研究變數操作型定義與衡量 24 第三節 研究設計 30 第四節 實驗一結果分析 31 第五節 實驗一之限制討論 44 第六節 小結 46 第伍章 實驗二設計與分析 47 第一節 前言 47 第二節 研究變數操作型定義與衡量 47 第三節 研究設計 51 第四節 實驗二結果分析 52 第五節 知覺訊息流暢性的中介效果討論 66 第六節 小結 69 第陸章 結論 70 第一節 前言 70 第二節 研究結果討論 70 第三節 研究貢獻 73 第四節 研究限制 75 第五節 未來研究與建議 76 第六節 小結 77 參考文獻 79 附錄一、 實驗一正式問卷一 84 附錄二、 實驗二 正式問卷一 104 |
參考文獻 References |
Aaker, J. L., & Williams, P. (1998). Empathy versus pride: the influence of emotional appeals across cultures. Journal of Consumer Research, 25(3), 241-261. Abe, J. A. (2004). Shame, guilt, and personality judgment. Journal of Research in Personality, 38(2), 85-104. Agrawal, Nidhi, & Duhachek, A. (2010). Emotional compatibility and the effectiveness of antidrinking messages:A defensive processing perspective on shame and guilt. Journal of Marketing Research, 47(2), 263-273. Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions.CA: Sage. Anderson, C., & Berdahl, J. L. (2002). The experience of power: examining the effects of power on approach and inhibition tendencies. Journal of Personality and Social Psychology, 83(6), 1362-1377. Anderson, C., & Galinsky, A. D. (2006). Power, optimism, and risk‐taking. European Journal of Social Psychology, 36(4), 511-536. Arli, D., Leo, C., & Tjiptono, F. (2016). Investigating the impact of guilt and shame proneness on consumer ethics: a cross national study. International Journal of Consumer Studies, 40(1), 2-13. Bécheur, I., Dib, H., Merunka, D., & Valette-Florence, P. (2007). Emotions of fear, guilt or shame in anti-alcohol messages: measuring direct effects on persuasion and the moderating role of sensation seeking. Advances in Consumer Research-European Conference Proceedings(Vol.8) (p.899-106), Milan, Italy: Association of Consumer Research. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 538-555. Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2001). Guilt appeals: the effects of responsibility and altruistic norms. Advances in Consumer Research, 28(1), 216-216. Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2006). Guilt appeals: The mediating effect of responsibility. Psychology & Marketing, 23(12), 1035-1054. Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2008). Guilt and giving: A process model of empathy and efficacy. Psychology & Marketing, 25(1), 1-23. Batson, C. D. (1987). Prosocial motivation: Is it ever truly altruistic? Advances in Experimental Social Psychology, 20, 65-122. Bearden, W. O., & Rose, R. L. (1990). Attention to social comparison information: An individual difference factor affecting consumer conformity. Journal of Consumer Research, 16(4), 461-471. Belch, G. E. a. B., M. A. (1998). Advertising and promotion. New York: McGraw-Hill. Benedict, R. (1946). The chrysanthemum and the sword. Boston: Houghton Mifflin. Bennett, R. (1998). Shame, guilt & responses to non-profit & public sector ads. International Journal of Advertising, 17(4), 483-499. Brennan, L., & Binney, W. (2010). Fear, guilt, and shame appeals in social marketing. Journal of business Research, 63(2), 140-146. Brunel, F. F., & Nelson, M. R. (2000). Explaining gendered responses to “help-self” and “help-others” charity ad appeals: The mediating role of world-views. Journal of Advertising, 29(3), 15-28. Burnett, M. S., & Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision-making process. Journal of Consumer Marketing, 11(3), 33-43. Chang, C. C. (2014). Guilt regulation: The relative effects of altruistic versus egoistic appeals for charity advertising. Journal of Advertising, 43(3), 211-227. Chang, C. T. (2011). Guilt appeals in cause-related marketing: The subversive roles of product type and donation magnitude. International Journal of Advertising, 30(4), 587-616. Coulter, R. H., & Pinto, M. B. (1995). Guilt appeals in advertising: what are their effects? Journal of Applied Psychology, 80(6), 697-705. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. Duhachek, A., Agrawal, N., & Han, D. (2012). Guilt versus shame: coping, fluency, and framing in the effectiveness of responsible drinking messages. Journal of Marketing Research, 49(6), 928-941. Eagly, A. H. W., Wendy and Chaiken, Shelly. (1978). Causal inferences about communicators and their effect on opinion change. Journal of Personality and Social Psychology, 36(4), 424-435. Fast, N. J., Gruenfeld, D. H., Sivanathan, N., & Galinsky, A. D. (2009). Illusory control a generative force behind power's far-reaching effects. Psychological Science, 20(4), 502-508. Fisher, R. J., Vandenbosch, M., & Antia, K. D. (2008). An empathy-helping perspective on consumers' responses to fund-raising appeals. Journal of Consumer Research, 35(3), 519-531. Fiske, S. T. (1993). Controlling other people: The impact of power on stereotyping. American Psychologist, 48(6), 621-632. French, J. R., Raven, B., & Cartwright, D. (1959). The bases of social power. Classics of Organization Theory, 311-320. Geller, E. S. (1989). Applied behavior analysis and social marketing: An integration for environmental preservation. Journal of Social Issues, 45(1), 17-36. Ghingold, M. (1981). Guilt arousing marketing communications: an unexplored variable. Advances in Consumer Research, 8(1), 442-448. Gilligan, J. (1976). Beyond morality: psychoanalytic reflections on shame, guilt, and love. New York: Holt. Gruenfeld, D. H., Inesi, M. E., Magee, J. C., & Galinsky, A. D. (2008). Power and the objectification of social targets. Journal of Personality and Social Psychology, 95(1), 111-127. Green, T., & Peloza, J. (2014). Finding the right shade of green: The effect of advertising appeal type on environmentally friendly consumption. Journal of Advertising, 43(2), 128-141. Han, D., Duhachek, A., & Agrawal, N. (2014). Emotions shape decisions through Construal level: The case of guiltand shame. Journal of Consumer Research, 41(4), 1047-1064. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. New York: Guilford Press. Hecht, M. A., & LaFrance, M. (1998). License or obligation to smile: The effect of power and sex on amount and type of smiling. Personality and Social Psychology Bulletin, 24, 1332-1342. Hofstede, G. (1984). Culture's consequences: International differences in work-related values (Vol. 5). California: Sage. Huhmann, B. A., & Brotherton, T. P. (1997). A content analysis of guilt appeals in popular magazine advertisements. Journal of Advertising, 26(2), 35-45. Hunt, S. D., & Nevin, J. R. (1974). Power in a channel of distribution: Sources and consequences. Journal of Marketing Research, 11, 186-193. Izard, C. E. (2013). Patterns of emotions: A new analysis of anxiety and depression. New York:Academic Press. Jacoby, L. L., Allan, L. G., Collins, J. C., & Larwill, L. K. (1988). Memory influences subjective experience: Noise judgments. Journal of Experimental Psychology: Learning, Memory, and Cognition, 14(2), 240-248. Kaufman, G. (1989). The psychology of shame. New York: Springer. Keller, P. A., & Lehmann, D. R. (2008). Designing effective health communications: a meta-analysis. Journal of Public Policy & Marketing, 27(2), 117-130. Keller, P. A., Lipkus, I. M., & Rimer, B. K. (2003). Affect, framing, and persuasion. Journal of Marketing Research, 40(1), 54-64. Keltner, D., Gruenfeld, D. H., & Anderson, C. (2003). Power, approach, and inhibition. Psychological Review, 110(2), 265-278. Keltner, D., & Robinson, R. J. (1997). Defending the status quo: Power and bias in social conflict. Personality and Social Psychology Bulletin, 23(10), 1066-1077. Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing Research, 35(3), 3-12. Kugler, K., & Jones, W. H. (1992). On conceptualizing and assessing guilt. Journal of Personality and Social Psychology, 62(2), 318-327. Labroo, A. A., & Lee, A. Y. (2006). Between two brands: A goal fluency account of brand evaluation. Journal of Marketing Research, 43(3), 374-385. Lazarus, & Folkman, S. (1984). Stress, appraisal, and coping. New York: Springer. Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205-218. Leonhardt, J. M., Catlin, J. R., & Pirouz, D. M. (2015). Is your product facing the ad's center? Facing direction affects processing fluency and ad evaluation. Journal of Advertising, 44(4), 315-325. Lindsay-Hartz, J., De Rivera, J., & Mascolo, M. F. (1995). Differentiating guilt and shame and their effects on motivation. In J. P. Tangney & K. W. Fischer (Eds.), The Self-Conscious Emotions. New York: Guilford Press, 274-300. Lindsey, L. L. M., Yun, K. A., & Hill, J. B. (2007). Anticipated guilt as motivation to help unknown others an examination of empathy as a moderator. Communication Research, 34(4), 468-480. Macdonnell, R., & White, K. (2015). How construals of money versus time impact consumer charitable giving. Journal of Consumer Research, 42(4), 551-563. Magee, J. C., Galinsky, A. D., & Gruenfeld, D. H. (2007). Power, propensity to negotiate, and moving first in competitive interactions. Personality and Social Psychology Bulletin, 33(2), 200-212. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224-253. Marschall, D., Sanftner, J., & Tangney, J. P. (1994). The state shame and guilt scale. Fairfax, VA: George Mason University. Martin, B. A., Gnoth, J., & Strong, C. (2009). Temporal construal in advertising. Journal of Advertising, 38(3), 5-20. Martin, M. W. (1994). Virtuous giving: Philanthropy, voluntary service, and caring: Indiana University Press. Masip, J., Garrido, E., & Herrero, C. (2004). Facial appearance and impressions of ‘credibility’: The effects of facial babyishness and age on person perception. International Journal of Psychology, 39(4), 276-289. McGuire, W. J. (1969). The nature of attitudes and attitude change. The Handbook of Social Psychology, 3(2), 136-314. Operario, D., & Fiske, S. T. (2001). Effects of trait dominance on powerholders' judgments of subordinates. Social Cognition, 19(2), 161-180. Pandelaere, M., Briers, B., & Lembregts, C. (2011). How to make a 29% increase look bigger: The unit effect in option comparisons. Journal of Consumer Research, 38(2), 308-322. Pieters, R., Wedel, M., & Batra, R. (2010). The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing, 74(5), 48-60. Rucker, D. D., Dubois, D., & Galinsky, A. D. (2011). Generous paupers and stingy princes: power drives consumer spending on self versus others. Journal of Consumer Research, 37(6), 1015-1029. Rucker, D. D., & Galinsky, A. D. (2008). Desire to acquire: Powerlessness and compensatory consumption. Journal of Consumer Research, 35(2), 257-267. Schwarz, N. (2004). Meta-cognitive experiences in consumer judgment and decision making. Journal of Consumer Psychology, 8, 60-61. Skinner, Natalie, & Brewer, N. (2002). The dynamics of threat and challenge appraisals prior to stressful achievement events. Journal of Personality and Social Psychology, 83(3). Sujan, M., Sujan, H., Bettman, J. R., & Verhallen, T. M. (1999). Sources of consumers’ stress and their coping strategies. European Advances in Consumer Research, (Vol. 4) (p.182-187), Prove, UT: Association for Consumer Research. Tangney, J. P. (1991). Moral affect: the good, the bad, and the ugly. Journal of Personality and Social Psychology, 61(4), 598-607. Tangney, J. P., Burggraf, S. A., & Wagner, P. E. (1995). Shame-proneness, guilt-proneness, and psychological symptoms. New York: The Guilford Press. Tangney, J. P., & Dearing, R. L. (2002). Shame and guilt. New York: The Guilford Press. Tangney, J. P., Stuewig, J., & Mashek, D. J. (2007). Moral emotions and moral behavior. Annual Review of Psychology, 58, 345-372. Tangney, J. P., Wagner, P. E., Hill-Barlow, D., Marschall, D. E., & Gramzow, R. (1996). Relation of shame and guilt to constructive versus destructive responses to anger across the lifespan. Journal of Personality and Social Psychology, 70(4), 797-809. Tracy, J. L., & Robins, R. W. (2004). " Putting the self into self-conscious emotions: A theoretical model". Psychological Inquiry, 15(2), 103-125. White, K., & Peloza, J. (2009). Self-benefit versus other-benefit marketing appeals: Their effectiveness in generating charitable support. Journal of Marketing, 73(4), 109-124. Wicker, F. W., Payne, G. C., & Morgan, R. D. (1983). Participant descriptions of guilt and shame. Motivation and Emotion, 7(1), 25-39. Wispé, L. (1978). Altruism, sympathy, and helping: Psychological and sociological principles. New York: Academic Press. |
電子全文 Fulltext |
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。 論文使用權限 Thesis access permission:自定論文開放時間 user define 開放時間 Available: 校內 Campus: 已公開 available 校外 Off-campus: 已公開 available |
紙本論文 Printed copies |
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。 開放時間 available 已公開 available |
QR Code |