對比式疑問句廣告訊息說服效果

Contrast-Type Queries in Advertising and Persuasion

廣告中採用對比式疑問訊息乃藉提供定錨與目標選項，使消費者進行權衡與自我選擇，相較宣言式論點，期盼能因消費者歷經的比較判斷過程，對目標選項欲標榜之廣告產品產生正向評價。本研究以實驗設計方法建立對比式疑問訊息初始說服效果（前導研究），續之操弄非對等等級（研究一）、對等等級選項型式（研究二），依據消費者處理流暢度機制觀點，於考量消費者觸發性自我建構差異下，探討如何因選項對比性，增進廣告訊息說服力。非對等等級部分，定錨選項為於檔次、屬性複雜度相對高於或低於目標選項；對等等級選項，則設計目標選項正、負向框架，結果顯示為提高說服效果，對觸發性獨立自我者而言，定錨選項等級宜低於目標選項，或目標選項採用正向框架，觸發性相依自我者適反之，由此將有利於提高消費者對廣告訊息的處理流暢度，以致嘉惠產品吸引力評價。結論不僅有助於釐清對比式疑問訊息說服效果之心理機制，亦有助於作為廣告溝通設計方針。

By providing anchor and target options, contrast-type queries induce consumers to make trade-offs and choices. Compared with employing a declarative statement as grounds for persuasion, such communication may afford individuals to reach their own judgments by contrasting and increase favorable attitudes toward the advocated product. Processing fluency provides the basis in this research for assessing marketing communication developed with questions of a contrast nature and how they might influence reactions by persons primed as construing the self as either independent or interdependent. Specifically, the pilot study measures the influence of contrast-type queries on participants’perceptions of processing fluency and, in turn, on product attractiveness. Focused on the cases of non-equal and equal-level options, respectively, Studies 1 and 2 examine how participants’responses to contrast-type queries varied as a function of their primed self-construal. The results of three between-subjects experiments illustrate the persuasive power of contrast-type queries in advertising. Furthermore, primed independents are more readily persuaded by queries with the anchor is situated in a lower degree of category than the target or the target phrased in positive but not negative terms, while the reverse occurs for primed interdependents. The outcome is mediated by processing fluency. The current study expands knowledge of the psychological foundation of how contrast-type queries operate in marketing messages. Further, it can contribute to improving message development for advertisements and, thereby, reach additional persuasion objectives.