品牌、代言人熟悉度於前導廣告效果之探討

Effects of Brand and Spokesperson Familiarity in Teaser Ads

廠商要推出新產品時，常會先行使用前導廣告以建立觀眾對於新產品的好奇與期待。雖然前導廣告早已被廣泛應用，但相關的學術研究仍十分欠缺。本文深入探討品牌熟悉度、代言人熟悉度在以簡訊媒介傳送的前導廣告中，如何影響消費者的「已知道」資訊量、資訊缺口和好奇反應，並考量是否需推出兩波前導廣告，以及品牌/代言人揭露時點所扮演的角色。三個實驗的結果發現：（1）較高熟悉度的品牌、代言人會使消費者覺得「已知道」的資訊量較多、資訊缺口較小；（2）資訊缺口大小與好奇反應呈現倒U字型關係；（3）在簡訊媒介上推出第二波前導廣告的好奇效果不明顯；（4）品牌/代言人揭露時點不僅對品牌及代言人熟悉度的效果具重大影響，也同時影響消費者記憶網絡。

Before launching a new product, companies often release teaser ads first to pique audience curiosity and expectation regarding the product. Although teaser ads are widely used, related academic research is scant. This study investigated how brand and spokesperson familiarity in short messaging service (SMS) teaser ads affect the amount of information consumers know, the size of their information gap, and their curiosity response. Furthermore, this study examined whether launching two waves of teaser ads is necessary, and assessed the effects of the revelation time points of the brand and spokesperson. Through three experiments, this study found the following results. (1) High familiarity brands and spokespeople induced consumers to perceive a greater amount of known information and smaller information gap. (2) The relationship between the size of the information gap and curiosity response was represented by an inverted-U curve. (3) A second-wave teaser ad delivered through SMS did not arouse notable curiosity. (4) The revelation time points of brand and spokesperson substantially influenced the effects of brand and spokesperson familiarity and affected consumer memory networks.