產品置入顯著度與幽默情境之效果：以Instagram為例

Impact of Product Placement Prominence and Humor Context: An Example of Instagram

常見廠商在各類媒體的內容中置入產品、品牌訊息，試圖潛移默化改變消費者對品牌的記憶與態度。過往研究指出，明顯的置入方式雖能提高消費者對品牌的印象，卻容易產生負面態度。本研究以社群媒體Instagram為產品置入媒介，欲藉由幽默之效，來扭轉置入顯著度的可能負面效果，探討在認知型幽默情境的有／無運用下，產品置入顯著度對品牌記憶和態度的效果是否有別，並考量消費者刺激尋求和自我建構類型的干擾效果。三個實驗的結果發現：在Instagram貼文中明顯（vs.隱含）置入產品，能夠提升觀看者的品牌記憶，而當結合認知型幽默時，還可提升品牌態度，特別是對於高刺激尋求或獨立我自我建構的消費者；不過，認知型幽默情境會弱化明顯產品置入對品牌記憶的提升效果。

Many companies and marketers place product and brand messages in various media in an attempt to unobtrusively and imperceptibly change consumers’ brand memory and attitudes. Prior studies have indicated that prominently placing products/brands in various media can increase consumers’ brand memory; however, it is also more likely to elicit consumers’ negative attitudes toward brands. Using the social medium Instagram as the medium of product placement, this study examines whether humor can reverse the likely negative impact of product placement prominence. Specifically, it tests the effects of product placement prominence in Instagram posts on brand memory and attitudes with and without the use of cognitive humor. Additionally, the moderating effects of consumers’sensation seeking and self-construal are explored. The results of three experiments reveal that prominent (vs. subtle) placement in Instagram posts increases consumers’ brand memory. Prominent placement yields better brand attitudes when cognitive humor is used in the posts, especially for consumers with high sensation seeking and independent selfconstrual. However, the use of cognitive humor weakens the positive impact of prominent placement on brand memory.