簡易檢索 / 詳目顯示

研究生: 張君熙
Chang, Chun-Hsi
論文名稱: 罪惡感訴求之公益廣告的影響:訊息框架、時間距離、目標趨近的角色
The Impact of Message Framing, Temporal Distance and Goal Gradient on Public Service Advertisements with Guilt Appeal.
指導教授: 王仕茹
Wang, Shih-Ju
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2016
畢業學年度: 104
語文別: 中文
論文頁數: 89
中文關鍵詞: 訊息框架時間距離目標趨近罪惡感罪惡感訴求公益廣告
英文關鍵詞: message framing, temporal distance, goal gradient, sense of guilt, guilt appeal, public service advertisement
DOI URL: https://doi.org/10.6345/NTNU202203808
論文種類: 學術論文
相關次數: 點閱:160下載:11
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 本研究的目的為瞭解訊息框架、時間距離以及目標趨近對於使用罪惡感訴求的公益廣告之影響。當罪惡感被證實是能夠做為影響消費者的一種消費情緒後便被頻繁地應用於廣告之中,近年來,人們日漸重視慈善公益,無論營利組織、NGO、NPO、政府組織、社會企業,甚至單純的募資計畫,都可能會使用公益廣告,並且試圖在其中激起人們的罪惡感,希望促使人們響應廣告中的呼籲。

    本研究由募資平台的平面廣告得到靈感,公共利益募資計畫於募資平台上日漸蓬勃,但並非每個公益募資計劃都能成功,而無論任何種類,廣告中都勢必會提及資金募款程度(目標趨近)、計畫完成時間(時間距離)以及文案訊息的呈現角度(訊息框架),因此本研究欲探討此三個要素對於罪惡感訴求公益廣告的影響。

    實驗中以響應公益廣告的行動呼籲意願以及廣告態度為依變數,並以台灣大專院校學生進行實驗,共取得 240 份有效樣本。本研究發現在時間距離近且低目標趨近時,正面訊息框架將提升人們的行動響應意願,另外,正面框架、近時間距離都會使人們提升廣告態度。最後將論述管理意涵與未來研究建議。

    The purpose of this research is to understand how message framing, temporal distance and goal gradient affect public service advertisements with guilt appeal. Since the sense of guilt was confirmed one of the emotions which could actually influence consumers, it has been used in commercials frequently. Recently, people attach importance to the public welfare gradually. Profit organizations, nonprofit organizations, governmental organizations, non-governmental organizations, social enterprises or even some crowdfunding commercials may adopt public service advertisements and try to bring about consumer feeling of guilt then make them respond to appeals in commercials.
    The inspiration of this research is from advertisements on the crowdfunding platform. Although public service crowdfunding plans are rising, it is difficult to make all of them successful. No matter what kind of public service advertisements, it must contain the degree of contribution (goal gradient), the expected complete time (temporal distance) and the point of view (message framing), so this research try to discuss the affection of these factors in public service advertisements with guilty appeal.
    In the experiment, dependent variables are desire to follow appeals in commercials and attitude toward the advertisement. A total of 240 valid questionnaires are obtained and samples are collage students in Taiwan. . The results suggest that positive framing affects desire to follow appeals when it is close temporal distance and low temporal distance, in the other hand, it find positive framing and close temporal distance can strengthen attitude toward the advertisement. The implications for managers and future research directions are discussed.

    第一章 緒論 7 第一節 研究動機與目的 7 第二節 研究問題 10 第二章 文獻回顧 11 第一節 前言 11 第二節 罪惡感(Sense Of Guilt)與罪惡感訴求(Guilt Appeal) 11 一、罪惡感的意涵 11 二、罪惡感知覺的形成 12 三、罪惡感情緒的產生 13 四、罪惡感訴求效果 14 第三節 框架效果(Framing Effects) 16 第四節 時間距離(Temporal Distance)與解釋水平理論(Construal Level Theory, CLT) 18 第五節 目標趨近效應(Goal Gradient Effect) 20 第三章 研究方法 22 第一節 研究架構 22 第二節 實驗設計 23 一、實驗刺激物 24 二、研究變數定義 25 (一) 自變數 25 (二) 依變數 26 (三) 共變數 27 第三節 前測 29 一、前測設計 29 二、前測結果 31 (一) 信度分析 31 (二) 罪惡感訴求 31 (三) 訊息框架 32 (四) 時間距離 32 (五) 目標趨近 33 第四節 主要實驗 33 第四章 結果分析與討論 34 第一節 樣本結構 34 第二節 操弄檢定 36 一、信度分析 36 二、罪惡感 37 三、訊息框架(正面/負面) 37 四、時間距離(近/遠) 38 五、目標趨近(低/高) 38 第三節 假說檢定 39 第五章 結論與建議 49 第一節 研究結果 49 一、在時間距離近並低目標趨近時,訊息框架對於行動響應意願的影響 49 二、框架效果以及時間距離會對廣告態度造成影響 50 第二節 研究結論 50 一、學術意涵 50 二、實務意涵 51 (一) 具有長期計畫,並且資源不足的公益計畫 51 (二) 公益廣告目的不為募資,而是希望提升民眾的廣告態度 51 第三節 研究限制與後續研究建議 52 附錄 53 附錄一 54 附錄二 58 附錄三 62 附錄四 65 附錄五 74 參考文獻 83

    英文文獻
     Ahluwalia, Rohini, Robert E. Burnkrant, and H. Rao Unnava. "Consumer response to negative publicity: The moderating role of commitment." Journal of marketing research 37.2 (2000): 203-214.Festinger, Leon. A theory of cognitive dissonance. Vol. 2. Stanford university press, 1962.
     Andreoni, James. "Impure altruism and donations to public goods: a theory of warm-glow giving." The economic journal (1990): 464-477.
     Antonetti, Paolo, and Paul Baines. "Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda." International Journal of Management Reviews (2014).
     Arnold, Magda B. "Emotion and personality." (1960).
     Atkinson, John W. "Motivational determinants of risk-taking behavior."Psychological review 64.6p1 (1957): 359.
     Basil, Debra Z., Nancy M. Ridgway, and Michael D. Basil. "Guilt and giving: A process model of empathy and efficacy." Psychology & Marketing 25.1 (2008): 1-23.
     Baumeister, Roy F., Arlene M. Stillwell, and Todd F. Heatherton. "Guilt: an interpersonal approach." Psychological bulletin 115.2 (1994): 243.
     Bei, Lienti, Y. Lin, and C. Yu. "The relationship between consumer guilt and shopping behavior." Advances in Consumer Research 34 (2007): 405.
     Bennett, Roger. "Effects of horrific fear appeals on public attitudes towards AIDS." International Journal of Advertising 15.3 (1996): 183-202.
     Burnett, Melissa S., and Dale A. Lunsford. "Conceptualizing guilt in the consumer decision-making process." Journal of Consumer Marketing 11.3 (1994): 33-43.
     Campbell, Margaret C. "When attention-getting advertising tactics elicit consumer inferences of manipulative intent: The importance of balancing benefits and investments." Journal of Consumer Psychology 4.3 (1995): 225-254.
     Carver, Charles S., and Michael F. Scheier. "Origins and functions of positive and negative affect: a control-process view." Psychological review 97.1 (1990): 19.
     Chang, Chun-Tuan, and Yu-Kang Lee. "Effects of message framing, vividness congruency and statistical framing on responses to charity advertising."International Journal of Advertising 29.2 (2010): 195-220.
     Cohen, Taya R., et al. "Introducing the GASP scale: a new measure of guilt and shame proneness." Journal of personality and social psychology 100.5 (2011): 947.
     Cotte, June, Robin A. Coulter, and Melissa Moore. "Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent." Journal of Business Research 58.3 (2005): 361-368.
     Coulter, Robin Higie, and Mary Beth Pinto. "Guilt appeals in advertising: What are their effects?." Journal of applied Psychology 80.6 (1995): 697.
     Cryder, Cynthia E., George Loewenstein, and Howard Seltman. "Goal gradient in helping behavior." Journal of Experimental Social Psychology 49.6 (2013): 1078-1083.
     Cryder, Cynthia E., George Loewenstein, and Richard Scheines. "The donor is in the details." Organizational Behavior and Human Decision Processes 120.1 (2013): 15-23.
     Darlington, Richard B., and Clifford E. Macker. "Displacement of guilt-produced altruistic behavior." Journal of Personality and Social Psychology 4.4 (1966): 442.
     Das, Enny, Peter Kerkhof, and Joyce Kuiper. "Improving the effectiveness of fundraising messages: The impact of charity goal attainment, message framing, and evidence on persuasion." Journal of Applied Communication Research 36.2 (2008): 161-175.
     Dearing, Ronda L., Jeffrey Stuewig, and June Price Tangney. "On the importance of distinguishing shame from guilt: Relations to problematic alcohol and drug use." Addictive behaviors 30.7 (2005): 1392-1404.
     Dhar, Ravi, and Eunice Y. Kim. "Seeing the forest or the trees: Implications of construal level theory for consumer choice." Journal of Consumer Psychology17.2 (2007): 96-100.
     Doosje, Bertjan, et al. "Guilty by association: When one's group has a negative history." Journal of Personality and Social Psychology 75.4 (1998): 872.
     Erikson, Erik. "Eight ages of man." Klassiekers van de kinder-en jeugdpsychiatrie II (1966): 258. p.262-265.
     Festinger, Leon. A theory of cognitive dissonance. Vol. 2. Stanford university press, 1962.
     Fishbach, Ayelet, and Ravi Dhar. "Goals as excuses or guides: The liberating effect of perceived goal progress on choice." Journal of Consumer ResearcH22.3 (2005): 370-377.
     Freedman, Jonathan L., Sue A. Wallington, and Evelyn Bless. "Compliance without pressure: The effect of guilt." Journal of Personality and Social Psychology 7.2p1 (1967): 117.
     Freud, Sigmund. "Certain neurotic mechanisms in jealousy, paranoia and homosexuality." International Journal of Psycho-Analysis 4 (1923): 1-10.
     Ghingold, Morry. "Guilt arousing marketing communications: an unexplored variable." Advances in consumer research 8.1 (1981): 442-448.
     Harbaugh, William T. "What do donations buy?: A model of philanthropy based on prestige and warm glow." Journal of Public Economics 67.2 (1998): 269-284.
     Haynes, M., Jennifer Thornton, and Sandra C. Jones. "An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour in animal welfare." Faculty of Health & Behavioural Sciences-Papers (2004): 80.
     Hibbert, Sally, et al. "Guilt appeals: Persuasion knowledge and charitable giving." Psychology & Marketing 24.8 (2007): 723-742.
     Hoffman, Martin L. "Development of prosocial motivation: Empathy and guilt." The development of prosocial behavior 281 (1982): 313.
     Hull, Clark L. "The goal-gradient hypothesis and maze learning." Psychological Review 39.1 (1932): 25.
     Hull, Clark L. "The goal-gradient hypothesis and maze learning." Psychological Review 39.1 (1932): 25.
     Hull, Clark L. "The rat's speed-of-locomotion gradient in the approach to food."Journal of Comparative Psychology 17.3 (1934): 393.
     Kivetz, Ran, Oleg Urminsky, and Yuhuang Zheng. "The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention." Journal of Marketing Research 43.1 (2006): 39-58.
     Kugler, Karen, and Warren H. Jones. "On conceptualizing and assessing guilt." Journal of personality and Social Psychology 62.2 (1992): 318.
     Latham, Gary P., and Edwin A. Locke. "Goal setting—A motivational technique that works." Organizational Dynamics 8.2 (1979): 68-80.
     Levin, Irwin P., and Gary J. Gaeth. "How consumers are affected by the framing of attribute information before and after consuming the product."Journal of consumer research (1988): 374-378.
     Levin, Irwin P., Sandra L. Schneider, and Gary J. Gaeth. "All frames are not created equal: A typology and critical analysis of framing effects." Organizational behavior and human decision processes 76.2 (1998): 149-188.
     Lewin, Kurt. "Behavior and development as a function of the total situation." (1946).
     Lewis, Helen B. "Shame and guilt in neurosis." Psychoanalytic review (1971).
     Liberman, Nira, and Yaacov Trope. "The role of feasibility and desirability considerations in near and distant future decisions: a test of temporal construal theory." Journal of personality and social psychology 75.1 (1998): 5.
     List, John A., and David Lucking‐Reiley. "The effects of seed money and refunds on charitable giving: Experimental evidence from a university capital campaign." Journal of Political Economy 110.1 (2002): 215-233.
     MacKenzie, Scott B., and Richard J. Lutz. "An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context." The Journal of Marketing (1989): 48-65.
     Maheswaran, Durairaj, and Joan Meyers-Levy. "The influence of message framing and issue involvement." Journal of Marketing research (1990): 361-367.
     Mayer, John D., and Glenn Geher. "Emotional intelligence and the identification of emotion." Intelligence 22.2 (1996): 89-113.
     Neumann, J. von, and Oskar Morgenstern. "Theory of gamesand economic behavior." (1944).
     Nunes, Joseph C., and Xavier Drèze. "The endowed progress effect: How artificial advancement increases effort." Journal of Consumer Research 32.4 (2006): 504-512.
     O’Keefe, Daniel J. "Guilt as a mechanism of persuasion." The persuasion handbook: Developments in theory and practice (2002): 329-344.
     Passyn, Kirsten, and Mita Sujan. "Self-accountability emotions and fear appeals: motivating behavior." Journal of Consumer Research 32.4 (2006): 583-589.
     Perls, Fritz, Goodman Hefferline, and Paul Goodman. "Gestalt therapy." New York (1951). p. 127.
     Regan, Dennis T., Margo Williams, and Sondra Sparling. "Voluntary expiation of guilt: A field experiment." Journal of Personality and Social Psychology 24.1 (1972): 42.
     Regan, Dennis T., Margo Williams, and Sondra Sparling. "Voluntary expiation of guilt: A field experiment." Journal of Personality and Social Psychology 24.1 (1972): 42.
     Rossiter, John R. "Reliability of a short test measuring children's attitudes toward TV commercials." Journal of Consumer Research (1977): 179-184.
     Russo, J. Edward, Victoria Husted Medvec, and Margaret G. Meloy. "The distortion of information during decisions." Organizational behavior and human decision processes 66.1 (1996): 102-110.
     Samalin, N., and D. B. Hogarty. "Guilt busters." Parents 69.9 (1994): 133-137.
     Small, Deborah A., and Nicole M. Verrochi. "The face of need: Facial emotion expression on charity advertisements." Journal of Marketing Research 46.6 (2009): 777-787.
     Soman, Dilip, and Mengze Shi. "Virtual progress: The effect of path characteristics on perceptions of progress and choice." Management Science49.9 (2003): 1229-1250.
     Sonnentag, Sabine, and Adam M. Grant. "Doing good at work feels good at home, but not right away: When and why perceived prosocial impact predicts positive affect." Personnel Psychology 65.3 (2012): 495-530.
     Sternthal, Brian, and C. Samuel Craig. "Fear appeals: Revisited and revised."Journal of Consumer Research (14): 22-34.
     Tversky, Amos, and Daniel Kahneman. "The framing of decisions and the psychology of choice." Science 211.4481 (1981): 453-458.
    中文文獻
     蔡依錞. "公益廣告訴求與涉入程度對消費者情緒, 廣告注意力及廣告效果之影響. " (2013)
     李雁晨, 周庭銳與周琇. "解釋水準理論: 從時間距離到心理距離." 心理科學進展 4 (2009): 667-677.
     陳莞妮, 唐瓔璋. 心理距離及語言框架對接收訊息強度之影響. Diss. 2015.
     楊治菁. "框架效應與語言學風格對微公益募捐效果的影響." 心理技術與應用 8 (2015): 17-22.

    下載圖示
    QR CODE