不同認知需求層級與雙關修辭品質對於平面廣告記憶的影響

The Impact of Different Levels of Need for Cognition and Puns in Advertising on Print Advertising Memory

本研究從文獻中設立五個假設，以3×2 多因子混合設計之實驗方式，進行「雙關品質類型」和「認知需求層級」等兩個自變數的操控，驗證研究假設以及檢定對廣告記憶的影響。整體的實驗共有四類產品、三個情境，共12 則測試的實驗廣告，每一個實驗情境有50 個受測者參與，總計測得有效樣本共148 份（男=71、女=77），採用混合設計二因子變異異分析作為對應變數的考驗方法。研究最後歸納出四個主要的顯著結果：（1）高、低雙關品質的差異會對廣告記憶造成影響；（2）在具雙關修辭的廣告上，認知需求層級的差異會對廣告記憶造成影響，但在無雙關修辭的廣告上則沒有影響；（3）在高品質之雙關廣告類型中，高認知需求者會有較佳的記憶結果；（4）在低品質之雙關廣告類型中，低認知需求者會有較佳的記憶結果。

This study established five hypotheses from the literature. A 3×2 multi-factor mixed design experimental method was used to manipulate two independent variables 'puns quality type' and 'level of need for cognition' to verify the hypotheses of the study, and test their influence on advertisement memory. In this study, 4 products with 3 scenarios were included, for a total of 12 test advertisements. There were a total of 50 test subjects for each experimental scenario, with a total of 148 valid samples obtained （71 men and 77 women）. Two-way ANOVA was used as the testing method for the dependent variables. Four results were obtained in this study: （1） The quality of pun would significantly influence advertisement memory. （2） The level of need for cognition among consumers would significantly influence advertisement memory. The advertisement memory effect is more evident in those with a high need for cognition than in those with a low need for cognition. （3） High need for cognition had acquired better advertisement memory in the high-quality puns advertisements. （4） Low need for cognition had acquired better advertisement memory in the low-quality puns advertisements.