情緒打動我的心：以趨避理論探討廣告情緒與產品涉入度之廣告效果
Emotions touch my heart：The Influence of Advertising Emotion and Product Involvement on Advertising Effectiveness from Approach-Avoidance Theory

林詩玟；林純如

情緒與產品涉入度是探討廣告效果的重要概念，本研究以趨避理論的觀點，透過實驗法去探討廣告中正、負面情緒與高、低產品涉入度，對廣告態度和購買意願的影響，並以情緒感染為中介變項。研究結果發現，廣告中的正、負面情緒並不需要透過情緒感染的中介，才會影響消費者的廣告態度和購買意願，而在情緒和產品涉入度上，兩者皆會影響消費者對廣告的態度與行為，當廣告為正面情緒和產品涉入度高時，消費者會有較好的廣告態度也較願意購買該產品。

Emotion and product involvement are the key concepts when discussing advertising effectiveness. In this study, from Approach-avoidance Theory’s point of view the writer adopts experimental method and uses emotion contagion as a mediator variable to discuss the influence of positive and negative emotions in advertising and different levels of product involvement on consumers’ attitude and their purchase intentions. The results show that the positive and negative emotions in advertising do
not need emotion contagion as a mediator variable to affect consumers’ attitude and purchase intentions. As for the emotion and different degrees of product involvement, both of which will affect consumers’ attitude and behavior. In other words, when the advertising emotion is positive and product involvement is high, the consumers will have a more positive attitude and are more willing to buy the product.

廣告情緒、產品涉入度、情緒感染、趨避理論、廣告效果

Advertising emotion, product involvement, emotion contagion, Approach-avoidance Theory, Advertising effects

2011-07-06

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情緒打動我的心：以趨避理論探討廣告情緒與產品涉入度之廣告效果.pdf