調節焦點對廣告說服的影響－－訊息處理之角色

Effect of Regulatory Focus on Advertising Persuasion-The Role of Information Processing

本研究利用推敲可能性模式與捷思－系統模式，探討不同調節焦點類型與訊息處理方式兩者配適效果對於廣告說服的影響，並加入自我觀點，以了解是否自我觀點對調節焦點與訊息處理方式的配適關係有所影響。本研究採用實驗法，透過兩個實驗設計以驗證研究假說。實驗－結果發現，當促進焦點與捷思法達到配適時，廣告能產生較好的說服效果；當預防焦點與系統法達到配適時，對於產品態度能產生較佳的說服效果。實驗二結果顯示，自我觀點會干擾調節焦點與訊息處理方式配適狀態，在相互依賴自我觀點提示下，對於促進焦點者，系統法比起捷思法，會有較佳的說服效果；在獨立自我觀點提示下，對於預防焦點者，捷思法比起系統法，會有較佳的說服效果。

The main purpose of this research is to apply the conceptions of the elaboration likelihood model and the heuristic-systematic model to explore the interaction effects of regulatory focus and dual process valence on persuasion. Another purpose is to examine the moderating effect of self-view on the relations between regulatory focus and dual process valence. This study employs two experimental studies to test four hypotheses.In the first study, results demonstrate that consumers experienced stronger persuasion effects when promotion focus and heuristic information match, and prevention focus and systematic information match. In the second study, the results indicate that, regardless of regulatory focus type, individuals with an accessible independent self-view are persuaded more easily by heuristic information. In contrast, individuals with interdependent self-views are persuaded more easily by systematic information.