質疑性訊息、消費者自我建構與說服

Query-Based Information, Self-Construals and Persuasion

質疑性說服指透過提問方式使消費者對自我決策產生疑慮，進而關注替代方案的作法，為廣告中重要說服策略。為探測質疑性訊息之說服效果，本研究透過操弄產品迷思、知識偏誤此二調節焦點，以及參照主體，以質疑消費者選擇，瞭解其對不同自我建構者引發的購買不確定性與說服力。研究結果發現當產品功效不當迷思或知識偏誤之訊息採用促進焦點框架以質疑選擇決策時，易引發獨立自我者之知覺購買不確定性，進而提高廣告產品吸引力評價；反之，對相依自我者而言，預防焦點訊息之說服效果較佳。此外，當質疑手法訴求個人而非群眾選擇性，較能誘使獨立自我者懷疑過往決策，增進所知覺之廣告產品吸引力，但相依自我者則較易受群眾選擇性影響，引發購買不確定性，以致提高產品吸引力。

Queries about product choices are widely practiced in advertising in which recipients are invited to reflect on purchase decisions while their interests in alternative choices are prompted. Manipulating in terms of the regulatory focus of queries as well as self-or others-frames, this paper identifies purchase uncertainty as a mediator for analyzing product evaluations of consumers with different self-construals in response to queries phrasing in ads for new products. Results show that queries phrased in promotion-focused (vs. prevention-focused) terms yield greater purchase uncertainty and more favorable product evaluation for persons who self-construe as independent rather than interdependent. Furthermore, the independent have more preferential attitudes toward the products when promoted with a self-framed rather than others-framed query, while the reverse occurs for the interdependent. The query effects are mediated by purchase uncertainty.