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研究生： 單文莉
Wen Lee Ana Isabel Martinez Sandoval
論文名稱： The Study of Advertisement Order Effect: The Moderating Role of Involvement
指導教授： 蕭中強
Chung-Chiang Hsiao
口試委員:
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 科技管理研究所
Institute of Technology Management
論文出版年： 2007
畢業學年度： 95
語文別： 英文
論文頁數： 54
中文關鍵詞： recency 、primacy 、high involvement 、low involvement 、message order
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    • People in general show attitudes toward a product after being presented under an advertisement environment of either high or low product involvement. These ads contained strong as weak information of what it is the product itself. The manipulation of the order effect and the attitude of the persons are studied to observe the consumer behavior, in which the primacy effect is more likely to occur in a high involvement; meaning that it will have a favorable attitude toward the first exposed persuasive communication to make the final judgment. Otherwise, the recency effect will occur in a low involvement, which it will be more favorable attitude toward the second exposed persuasive communication to make the final judgment.

    ACKNOWLEDGEMENTS I ABSTRACT III TABLE OF CONTENTS IV LIST OF TABLES VI LIST OF FIGURES VII CHAPTER 1- STUDY PURPOSE 1 Objective 1 Motivation 2 Potential contribution 2 CHAPTER 2 - LITERATURE REVIEW 1 Elaboration Likelihood Model 1 Central Route 1 Peripheral Route 2 Previous Studies 4 Involvement 4 Previous Experiments 5 Attitude Strength 6 CHAPTER 3- THEORY FOUNDATION AND HYPOTHESIS 7 Theory Foundation 7 Hypothesis 7 Uniqueness of the Current Study 7 CHAPTER 4- RESEARCH METHODOLOGY 8 Experiment Pretest 8 Purpose of Pretest 8 Pretest Design 9 Outcome of Pretest 13 Experimental Design 15 Method 17 Participants and Design 17 Procedure 18 Independent Variables 19 □ Message order 19 □ Personal relevance 19 Dependent variables 19 CHAPTER 5- RESEARCH RESULTS 20 Manipulation Check 20 Attitudes 22 Dependent Measurement 24 Additional Research 25 Message order and Involvement 25 Brand or Message Order 26 CHAPTER 6- GENERAL DISCUSSION 27 Contributions 27 Academy 27 Business and Marketing 27 Limitations 27 Future Research 29 CHAPTER 7- REFERENCE 30 Appendix (I) PRETEST FOR THE EXPERIMENTAL DESIGN- APOLLO 31 APPENDIX (II) PRETEST FOR THE EXPERIMENTAL DESIGN- KRONOS 34 APPENDIX (III) EXPERIMENTAL DESIGN-HIGH INVOLVEMENT APOLLO-KRONOS 36 APPENDIX (IV) EXPERIMENTAL DESIGN-HIGH INVOLVEMENT KRONOS-APOLLO 41 APPENDIX (V) EXPERIMENTAL DESIGN-LOW INVOLVEMENT APOLLO-KRONOS 45 APPENDIX (VI) EXPERIMENTAL DESIGN-LOW INVOLVEMENT KRONOS-APOLLO 49 APPENDIX (VII) TABLE UNIVARIATE ANALYSIS OF VARIANCE-PRETEST EXPERIMENT 53 APPENDIX (VIII) TABLE WITH THE EVALUATION OF THE MEANS. 54

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