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研究生: 克路瑟
Christoph Lex
論文名稱: 國家形象及主觀知識在態度改變上之研究:以經典品牌醜聞初期之抗拒說服為例
Examining Resistance to Persuasion After Prototype Brand Transgressions: The Effect of Subjective Knowledge and Ethnocentrism on Consumer Attitude Change
指導教授: 沈永正
Shen, Yung-Cheng
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: 英文
論文頁數: 212
中文關鍵詞: 品牌醜聞原型理論民族主義抗拒說服社會義勇主義
英文關鍵詞: resistance to persuasion, brand transgression, ethnocentrism, social vigilantism
DOI URL: https://doi.org/10.6345/NTNU202205065
論文種類: 學術論文
相關次數: 點閱:122下載:14
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  • Considering the increasing amount of brand transgressions, their impacts on consumer attitudes
    have received very limited attention by literature. Research on resistance to persuasion and
    attitude change has shown that individuals are motivated to maintain stable belief systems and
    are reluctant to change their attitudes towards products, brands or services. Relatively little is
    known about attitude formation after brand scandals. In this study, the author investigates (1)
    the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and
    mode of individual attitude change after a major brand transgression as well as (2) the
    underlying resistance strategies used to prevent attitude change. The results of a study reveal
    that the likelihood of employing efficient resistance strategies can be used as substitute for
    attitude retention. The level of subjective knowledge and ethnocentrism show a positive
    interaction with the degree of attitude change. In contradistinction to the majority of research
    on country attitudes, attitude change is not influenced by a country-of-origin effect.

    Considering the increasing amount of brand transgressions, their impacts on consumer attitudes
    have received very limited attention by literature. Research on resistance to persuasion and
    attitude change has shown that individuals are motivated to maintain stable belief systems and
    are reluctant to change their attitudes towards products, brands or services. Relatively little is
    known about attitude formation after brand scandals. In this study, the author investigates (1)
    the influence of subjective knowledge, ethnocentrism and country-of-origin on magnitude and
    mode of individual attitude change after a major brand transgression as well as (2) the
    underlying resistance strategies used to prevent attitude change. The results of a study reveal
    that the likelihood of employing efficient resistance strategies can be used as substitute for
    attitude retention. The level of subjective knowledge and ethnocentrism show a positive
    interaction with the degree of attitude change. In contradistinction to the majority of research
    on country attitudes, attitude change is not influenced by a country-of-origin effect.

    1 Introduction 5 1.1 MOTIVATION+OF+RESEARCH 6 1.2 GOAL+OF+RESEARCH 7 2 Literature+Review 8 2.1 ATTITUDE+CHANGE+AND+RESISTANCE+TO+PERSUASION 8 2.1.1 STRATEGIES!TO!RESIST!PERSUASION 9 2.1.2 REASONS!FOR!RESISTANCE 14 2.1.3 THE!STRATEGIES!AND!MOTIVES!FOR!RESISTANCE!TO!PERSUASION!FRAMEWORK 15 2.1.4 LOW= AND!HIGH=COGNITION!STRATEGIES 16 2.2 BRAND+TRANSGRESSIONS 17 2.3 PROTOTYPE+BRANDS 19 2.4 COUNTRY+OF+ORIGIN+EFFECT 20 2.5 SUBJECTIVE+KNOWLEDGE 22 2.6 SOCIAL+VIGILANTISM 23 3 Methodology 24 3.1 HYPOTHESES 24 3.2 QUALITATIVE+ANALYSIS 27 3.2.1 METHOD 27 3.2.2 PARTICIPANTS 27 3.2.3 PROCEDURE 28 3.2.4 INTERVIEW!RESULTS 29 3.3 QUANTITATIVE+ANALYSIS 35 3.3.1 DESIGN 35 3.3.2 VARIABLES 36 3.3.3 PARTICIPANTS 36 3.3.4 PROCEDURE!AND!MEASUREMENT 37 4 Results+and+Discussion 41 4.1 ANALYSIS+OF+DESCRIPTIVE+STATISTICS 41 4.2 DATA+PREREQUISITES+AND+DATA+PREPARATION 44 4.2.1 VALIDITY 44 4.2.2 RELIABILITY 47 4.3 RESULTS 48 5 Implications+and+Limitations 65 5.1 MANAGERIAL+IMPLICATIONS 65 5.2 LIMITATIONS+AND+FURTHER+RESEARCH 66 Declaration+of+Academic+Integrity: 70 6 Appendix 81 TABLE+OF+CONTENTS: FIGURES 81 TABLE+OF+CONTENTS: TABLES 82 INTERVIEW+TRANSLITERATIONS 137

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