現階段國內各大專院校諮商輔導中心所提供的服務尚未普及，國內學者提出應先以宣傳諮商中心給學生為優先目標；然而國內諮商心理師受訓僅侷限於專業領域，對於行銷與企業管理領域並無涉獵，因此導致諮商心理師本身認為宣傳活動或是推廣宣傳並不是本身專業，進而影響其投入程度。
過去諮商領域相關研究，僅限於諮商實務與心理學相關理論進行結合探討，然而將諮商視為一種服務來推廣的研究，在台灣目前尚未有人發表。因此本研究將以消費心理學為依據，以推廣諮商中心為目的，藉此提升大專院校諮商中心與學生的可近性，進行探討。
本研究採用2(擬社會互動程度:高vs.低)×2(品牌知名度:知名度高vs.知名度低)×2(訊息多面性:雙面訊息vs.單面訊息)之三因子實驗設計(Factor Experimental Design)本研究結果發出共260份問卷，有效問卷240份；資料分析方式包括:描述性統計、信度分析、獨立t檢定、ANOVA分析。
其結果顯示:擬社會互動與品牌知名度的交互作用；當擬社會互動程度高時，品牌知名度高低對於廣告態度沒有顯著差異，擬社會程度低時，品牌知名度高的商品優於知名度低。擬社會互動與訊息多面性的交互作用；當擬社會互動程度高時，訊息多面性對於廣告態度沒有顯著差異，擬社會程度低時，雙面訊息的商品優於單面訊息。品牌知名度與訊息多面性的交互作用；當品牌知名度高時，訊息多面性對於廣告態度沒有顯著差異，品牌知名度低時，雙面訊息的商品優於單面訊息。品牌知名度、擬社會互動與訊息多面性的交互作用；當品牌知名度高、擬社會互動低時，雙面訊息的商品優於單面訊息，當品牌知名度低時，對於擬社會互動程度低的人而言，雙面訊息的商品優於單面訊息。

As previous studies indicated, the training that counselors in full-time internships require is not only limited to professional competencies (individual counseling, ethics, referral, mental health improvement, consultation, group counseling, crisis intervention) but also the understanding of client psychographics, to further promote services in counseling centers to their potential clients.
Hence, this study aims to explore how advertising effectiveness is moderated by parasocial interaction, brand awareness and message sidedness. A 2 (parasocial interaction: high vs. low) x 2 (brand awareness: high vs. low) x 2 (message sidedness: two-sided vs. one-sided) factorial design was applied in this research. Descriptive statistics analysis, reliability analysis, T-test, and ANOVA were utilized for quantitative data analysis. 240 out of the 260 surveys were collected.
The research findings indicate that, when the extent of parasocial interaction is low, high brand awareness will lead to more favorable ad attitudes than low brand awareness; however, when the extent of parasocial interaction is high, no differential ad attitudes is found between low and high brand awareness. Moreover, when the extent of parasocial interaction is high, no differential ad attitudes is found between one-sided and two-sides messages. In contrast, when the extent of parasocial interaction is low, two-sided messages will result in more favorable ad attitudes than one-sided messages. Furthermore, when brand awareness is high, no differential ad attitudes is found between one-sided and two-sided messages. On the contrary, when brand awareness is low, two-sided messages will lead to more favorable ad attitudes than one-sided messages. Lastly, when the extent of parasocial interaction is low, two-sided messages will elicit more favorable ad attitudes than one-sided messages, regardless of brand awareness.

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