|其他題名: ||The effects of smile, advertising appeal and service type on advertising effect.|
|作者: ||詹珮宜;Chan, Pei-i|
|關鍵詞: ||服務業類型;廣告訴求;模特兒笑容程度;廣告效果;Service Type;Advertising Appeal;Smile;Advertising Effectiveness|
|上傳時間: ||2010-01-11 01:30:56 (UTC+8)|
Because of the intangible nature of services, it is difficult for consumers to realize the benefits and outcomes of services. Consumers also do not have objective and tangible standards to evaluate, thus consumers’ perceived risk will increase. Advertising strategy is an important tool to offset the problems caused by service intangibility. This study explores the potential effects of smile and advertising appeals in print media on advertising effectiveness (including attitude toward the ad and attitude toward the product) for two different service types.
Using college students at Tamkang University as respondents, a 2×2×4 between-subject experimental design was conducted. Independent variables were advertising appeals (rational amd emotional appeal), smile(neutral face, closed smile, open smile and laugh), and service types(utilitarian and hedonic service).
The conclusions are as follows:
1. Smile significantly influences the advertising effectiveness. Closed smile, open smile and laugh results in higher levels of advertising effectiveness than neutral face. Closed smile results in higher levels of attitude toward the ad than open smile.
2. The service type and the advertising appeal have interaction on attitude toward the ad. As for utilitarian service, rational appeal results in higher levels of attitude toward the ad than emotional appeal. As for hedonic service, emotional appeal results in higher level of attitude toward the ad than rational appeal.
3. The service type and smile have interaction on attitude toward the ad. As for utilitarian service, laugh and closed smile results in higher levels of attitude toward the ad than neutral face. As for hedonic service, open smile and closed smile result in higher levels of attitude toward the ad than neutral face, closed smile result in higher levels of attitude toward the ad than laugh.
4. Advertising appeal and smile have interaction on attitude toward the ad. As for rational appeal, closed smile and laugh result in higher levels of attitude toward the ad than neutral face and open smile,but it is not significant..As for emotional appeal, closed smile,open smile and laugh result in higher levels of attitude toward the ad than neutral face.