品牌標語的促發效應之研究－－以消費者內心修正機制觀點為基礎

The Priming Effect of Brand Slogans from the Perspective of Consumers' Mental Correction

本研究探討品牌標語與品牌名稱的促發效應之差異，根據基模理論、說服知識模型與內心修正機制等論點為基礎，發展兩項子研究。研究一發現與品牌名稱比較之下，價格相關的低價節省訴求標語之促發效應會產生反向效果，非價格相關的歡樂分享訴求標語之促發效應產生正向效果。研究二發現，當標語的說服目的明顯被消費者所認知時（如低價節省訴求），透過標語的促發效應會啟動消費者心中的修正機制，使得該標語的促發效應之反向效果更加明顯。 This study investigates whether the priming effects of a brand slogan and its brand name are dissimilar. We developed two studies based on schema theory, the persuasion knowledge model, and the mental correction mechanism. In Study 1, we found that the priming effect of a brand slogan associated with the appeal of saving money (which is related to price) is negative in comparison with the appeal of its brand name; however, we found that the priming effect of a brand slogan associated with happiness (which is not related to price) is positive. In Study 2, we found that the priming effect of apparently persuasive messages (i.e., the appeal of saving money) is cognitive, and thus strengthens the correction mechanism in the minds of consumers. Therefore, the priming effect of price-related slogans combined with brand names is negative.

This study investigates whether the priming effects of a brand slogan and its brand name are dissimilar. We developed two studies based on schema theory, the persuasion knowledge model, and the mental correction mechanism. In Study 1, we found that the priming effect of a brand slogan associated with the appeal of saving money (which is related to price) is negative in comparison with the appeal of its brand name; however, we found that the priming effect of a brand slogan associated with happiness (which is not related to price) is positive. In Study 2, we found that the priming effect of apparently persuasive messages (i.e., the appeal of saving money) is cognitive, and thus strengthens the correction mechanism in the minds of consumers. Therefore, the priming effect of price-related slogans combined with brand names is negative.