533.624d 4 133.41 190.16 .000
廣告態度 1.42 1 1.42 3.02 .088
34.38 49 0.70
廣告態度 481.00 53
理路徑的分類上是否在同一個層次。本研究經由二次前測所選出的實驗產品—行李箱與造型 慕絲，以及不同契合度的代言人---謝怡芬和羅志祥，最終正式研究結果發現，消費者的長期 產品涉入程度對產品屬性重視度及產品廣品偏好度的影響力，高於其他因素；更重要的發現 是，低涉入者的反應比較接近 ELM 的推論，而非 HSM 的推論。
以下更進一步的整理本研究的特點以及研究成果與貢獻︰
1. ELM 與 HSM 兩大資訊處理模式乃由認知反應論而來，兩理論看似相同，但其所 引發的腦部活動可能不同。藉由綜合比較以釐清過去研究中關於 ELM 與 HSM 原 始論述的差異及操弄素材的不同，可開啟後續在資訊處理模式之相關研究應用的 新方向。
2. 本研究可釐清人們在採取資訊處理的影響層次是不同的，亦可協助實務界辨識其 行銷刺激，究竟是希望誘發消費者進行深度的思考、提供快速判斷的簡則或單純 引發情感的線索。若影響的是邊緣系統，廠商所提供的產品資訊可能在影響產品 判斷上，並無法發揮效果，但若廠商提供的是一個認知簡則，且認知簡則與產品 資訊一致，會有加分效果，若不一致則會有減分效果。
本研究之完整計畫是在採用傳統作法來驗證假說概念外，亦藉由 fMRI 的技術，進一步 探究消費者在處理產品訊息或接收廣告刺激時，究竟其腦部活動那些區塊會被啟動，這亦可 協助解答消費者研究中，關於人們採取不同資訊處理之背後心理機制，同時亦可豐富與促進 生理心理學領域上，對於大腦結構的瞭解。此部分已獲得國科會後續研究補助，將繼續完成。
參考資料
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (Aug.):347-356.
Aaker, J., & Mabeswaran, D. (1997). The effect of cultural orientation on persuasion. Journal of Consumer Research, 24, 315-328.
Aharon, I., Etcoff, N., Ariely, D., Chabris, C. F., O'Connor, E., & Breiter, H. C. (2001). Beautiftil faces have variable reward value: fMRI and behavioral evidence. Neuron, 32, 537-551.
Ambler, T. & Burne, T. (1999) The impact of affect on memory of advertising. Journal of Advertising Research, 39 (2), 25-34.
Ambler, T., Brautigam, S., Stins, J., Rose, S., & Swithenby, S. (2004). Salience and choice: Neural correlates of shopping decisions. Psychology Marketing, 21 (4), 247-261.
Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the brain: Neuroimages of advertising.
Business Strategy Review, 11 (3), 17-30.
Bechara, A. & Damasio, Antonio R. (2005). The somatic marker hypothesis: A neural theory of economic decision. Games and Economic Behavior, 52 (2), 336-372.
Bohner, Gerd, Frank, Elisabeth, & Erb, Hans-Peter (1998). Heuristic processing of distinctiveness information in minority and majority influence. European Journal of Social Psychology, 28 (5), 855-860.
Bohner, Gerd, Markus Ruder, & Erb, Hans-Peter (2002). When expertise backfires: Contrast and assimilation effect in persuasion. Journal of Social Psychology, 41, 495-519.
Bohner, Gerd, Moskowitz, Gordon B., & Chaiken, Shelly (1995). The interplay of heuristic and systematic processing of social information. European Review of Social Psychology, 6, 33-68.
Bower, Gordon H. (1981). Mood and Memory. American Psychologist, 36, 129-148.
Burnkrant, Robert E. (1976), A motivational model of information processing intensity. Journal of Consumer Research, 3, 21-30.
Cacioppo, John T. & Petty, Richard E. (1979). Effects of message repetition and position on cognitive responses, recall, and persuasion. Journal of Personality and Social Psychology, 37 (1), 97-109.
Cacioppo, John T. & Petty, Richard E. (1989). Effects of message repetition on argument processing, recall, and persuasion. Basic and Applied Social Psychology, 10 (1), 3-12.
Cacioppo, J. T., Petty, R. E., & Morris, K. J. (1983). Effects of need for cognition on message evaluation, recall, and persuasion. Journal of Personality and Social Psychology, 45, 805-818.
Cacioppo, John T., Petty, Richard E., Kao, C. F., & Rodriguez, R. (1986). Central and peripheral routes to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 51, 1032-1043.
Campbell, Margaret C. & Kirmani, Amna (2000). Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27 (June), 69-83.
Cann, Arnie & Ross, Debra A. (1989). Olfactory stimuli as context cues in human memory.
American Journal of Psychology, 102 (1), 91-102.
Celsi, Richard L. & Olson, Jerry C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15 (2), 210-224.
Chaiken, Shelly & Maheswaran, Durairaj (1994). Heuristic processing can bias systematic
processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment. Journal of Personality and Social Psychology, 66 (3), 460-473.
Chaiken, Shelly (1980). Heuristic versus systematic information processing and use the source versus message cue in persuasion. Journal of Personality and Social Psychology, 39, 752-766.
Chaiken, Shelly (1987). The heuristic model of persuasion. In Zanna, M. P., Olson, J. M., &
Herman, C. P. (eds.), Social Influence: The Ontario Symposium, 5, pp. 3-39, Hillsdale, NJ:
Erlbaum.
Chaiken, Shelly, Liberman, A. & Eagly, A. H. (1989). Heuristic and systematic processing within and beyond the persuasion context. In Uleman James S. & Bargh John A. (eds.), Unintended Thought, 212-252. New York: Guilford Press.
Chen, Serena & Chaiken, Shelly (1999). The heuristic-systematic model in its broader context. In Chaiken, Shelly & Trope, Yaacov (eds.), Dual-Process Theories in Social Psychology, 73-96.
New York: Guilford Press.
Chen, Serena, Shechter, David, & Chaiken, Shelly (1996). Getting at the truth or getting along:
accuracy- versus impression-motivated heuristic and systematic processing. Journal of Personality and Social Psychology, 71 (2), 262-275.
Childers, Terry L., Carr, Christopher L., Peck, Joann, & Carson, Stephen (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77 (4), 511-535.
Clark, M. S. & Isen, A. M. (1982). Toward understanding the relationship between feeling states and social behavior. In A. H. Hastorf & A. M. Isen (Eds.), Cognitive and Social Psychology (pp.73-108). New York: Elsevier.
Clarke, T. K. & Belk, R. W. (1979). The effects of product involvement and task definition on anticipated consumer effort. In W. Wilkie (ed.), Advances in Consumer Research (vol. 6, pp.
313-318). Ann Arbor, MI. Association for Consumer Research.
Clore, Gerald L., Schwarz, Norbert, & Conway, Michael (1994). Affective causes and
consequences of social information processing. In Handbook of Social Cognition, Vol.1 ed. R.
Wyer, T. Srull and A. Isen, Hillsdale, NJ: Lawrence Erlbaum, 323-417.
Cooper, William H. (1981). Ubiquitous halo. Psychological Bulletin, 90 (2), 218-224.
Cox, Dena S. & Cox, Anthony D. (1988). What does familiarity breed: Complexity as a moderator of repetition effects in advertisement evaluation. Journal of Consumer Research, 15 (1), 111-116.
Crowley, Ayn E. (1993). The two-dimensional impact of color on shopping. Marketing Letters, 4, 59-69.
Delgado, M. R., Miller, M. M., Inati, S., Rossiter, E., Rossiter, J. R., Silberstein, R. B., Harris, P. G.,
& Nield, G. (2001). Brain-imaging detection of visual scene encoding in long-term memory for TV-commercials. Journal of Advertising Research, 41, 13-22.
Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005a). Non-linear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision-making. Journal Neuroimage, 15 (2), 171-183.
Deppe, M., Schwindt, W., Krämer, J., Kugel, H., Plassmann, H., Kenning, P., & Ringelstein, E. B.
(2005b). Evidence for a neural correlate of the framing effect: Bias-specific activity in the ventromedial prefrontal cortex during credibility judgments. Brain Research Bull, 67 (5), 413-421.
Eagly, Alice H. & Chaiken, Shelly (1993). The Psychology of Attitudes. Orlando, FL, US: Harcourt Brace Jovanovich College Publishers.
Erk, S., Spitzer, M., Wunderlich, A. P., Galley, L., & Walter, H. (2002). Cultural objects modulate reward circtiitry. NeuroReport, 13(18), 2499-2503.
Fiske, Susan T. & Taylor, S. E. (1991). Social Cognition (2nd, ed.). New York: McGraw-Hill.
Fiske, Susan T. (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of Personality and Social Psychology, 38 (6), 889-906.
Förster, Jens & Strack, Fritz (1996). Influence of overt head movements on memory for valenced
words: A case of conceptual-motor compatibility. Journal of Personality and Social Psychology, 71 (3), 421-430.
Gorn, Gerald J. & Goldberg, Marvin E. (1980). Children's responses to repetitive television commercials. Journal of Consumer Research, 6 (4), 421-424.
Greenwald, Anthony G. (1968). Cognitive learning, cognitive response to persuasion and attitude change, in Psychological Foundation of Attitudes, eds. Anthony G. Greenwald, Timothy C.
Brock, and Thomas M. Ostrom, New York: Academic Press, 147-170.
Griffin, Robert J., Neuwirth, Kurt, Giese, James, & Dunwoody, Sharon (2002). Linking the heuristic-systematic model and depth of processing. Communication Research, 29, 705-732.
Haines, George H. (1974). Process Models of Consumer Decision Making. Buyer/Consumer Information Processing, G. David Hughes and Michael L. Ray ed. Chapel Hill, NC:
University of North Carolina Press, 89-107.
Hazlewood, D., & Chaiken, S. (1990). Personal relevance, majority influence, and the law of large numbers. Poster presented at the 98th Annual Convention of the American Psychological Association, Boston.
Johnson, Blair T. & Eagly, Alice H. (1989). Effects of involvement on persuasion: A meta-analysis.
Psychological Bulletin, 106 (2), 290-314.
Kang, Yong‐Soon & Herr, Paul M . (2006). Beauty and the Beholder: Toward an Integrative M odel of Communication Source Effects. Journal of Consumer Research, 33 (1), 123-130.
Kenning P, Plassmann H, Kugel H, Sehwindt W, Pieper A, Deppe M. (2007). Neural correlates of attractive ads, FOC US-Jahrbuch 2007, Schwerpunkt: Neuro?konomie, Neuromarketing, Neurom a rktforschiing, Wolfgang J. Koschnick (ed.), Munich: FOCUS Magazin ve dag:
287-298.
Kenning, Peter H. & Plassmann, H. (2008) How neuroscience can inform consumer research. IEEE Transactions on Neural Systems and Rehabilitation Engineering, 16 (6), 532-538.
Klucharev, V., Smidts, A., & Fernández, G. (2008). Brain mechanisms of persuasion: How "expert power" modulates memory and attitudes. Social Cognitive Affective Neuroscience, 3, 353-366.
Knutson, B., Adams, C. M., Fong, G. W., & Hommer, D. (2001). Anticipation of increasing monetary reward selectively recruits nucleus accumbens. Journal of Neuroscience, 21, 1-5.
Knutson, B., Rick, S., Elliott, W. G., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156.
Koenigs, M. & Tranel, D. (2008). Prefrontal cortex damage abolishes brandcued changes in cola preference. in Social Cognitive Affective Neuroscience, Advance Access, 3, 1-6.
Kroeber-Riel, W. (1979). Psychobiology and consumer research: A problem of construct validity:
Rejoinder. Journal Consumer Research, 7 (1), 96-98.
Lord, Charles G., Ross, Lee, & Lepper, Mark R. (1979). Biased assimilation and attitude polarization: The effects of prior theories on subsequently considered evidence. Journal of Personality and Social Psychology, 37 (11), 2098-2109.
Maheswaran, Durairaj & Chaiken, Shelly (1991). Promoting systematic processing in low-motivation settings: Effect of incongruent information on processing and judgment.
Journal of Personality and Social Psychology, 61 (1), 13-25.
Maheswaran, Durairaj, Mackie, Diane M., & Chaiken, Shelly (1992). Brand name as a heuristic cue:
The effects of task importance and expectancy confirmation on consumer judgments. Journal of Consumer Psychology, 1 (4), 317-336.
McClure, S. Jian, L. J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004).
Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44, 379-387.
McGuire, William J. (1969). The nature of attitudes and attitude change. The Handbook of Social Psychology, Vol.3, Gardner Lindzey and Elliot Aronson, ed. Reading, MA: Addison-Wesley, 136-314.
Miller, Norman, Maruyama, Geoffrey, Beaber, Rex, & Valone, Keith (1976). Speed of speech and persuasion. Journal of Personality and Social Psychology, 34, 615-624.
Ochsner, K. N. & Gross, J. J. (2005). The cognitive control of emotion. Trends Cognitive Science, 9 (5), 242-249.
O'Doherty, J. (2004). Reward representations and reward related learning in the human brain:
Insights from neuroimaging. Current opinions in neurobiology, 14 (6), 769-776.
O'Doherty, J., Deichmann, R., Critchley, H. D., & Dolan, R. J. (2002). Neural responses during anticipation of a primary taste reward. Neuron, 33, 815-826.
Paulus, M. (2005). Neurobiology of decision-making: Quo vadis? Cognitive Brain Research, 23(1), 2-10.
Paulus, M. P. & Frank, L. R. (2003). Ventromedial prefrontal cortex activation is critical for preference judgments. NeuroReport, 14 (10), 1311-1315.
Petty, Richard E. & Cacioppo, John T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37, 1915-1926.
Petty, Richard E. & Cacioppo, John T. (1981). Attitudes and Persuasion: Classic and Contemporary Approaches. Dubuque, IA: Wm. C. Brown.
Petty, Richard E. & Cacioppo, John T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 45,69-81.
Petty, Richard E. & Cacioppo, John T. (1986a). Communication and persuasion: Central and peripheral route to attitude change. New York: Springer-Verlag.
Petty, Richard E. & Cacioppo, John T. (1986b). The elaboration likelihood model of persuasion. In L. Berkowitz (ed.), Advances in Experimental Social Psychology (Vol.19 pp. 123-205). New York: Academic Press.
Petty, Richard E. & Cacioppo, John T. (1990). Involvement and persuasion: Tradition versus integration. Psychological Bulletin, 107 (3), 367-374.
Petty, Richard E. & Wegener, Duane T. (1993). Flexible correction processes in social judgment:
Correcting for context induced contrast. Journal of Experimental Social Psychology, 29 (2), 137-165.
Petty, Richard E. & Wegener, Duane T. (1999). The elaboration likelihood model: Current status and controversies. in Dual-Process Theories in Social Psychology, ed. Shelley Chaiken and Yaacov Trope, New York: Guilford. 41-72.
Petty, Richard E., & Cacioppo, John T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 46 (1), 69-81.
Petty, Richard E., Cacioppo, John T., & Goldman, R. (1981). Personal involvement as a
determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41 (5), 847-855.
Petty, Richard E., Cacioppo, John T., & Heesacker, M. (1981). The use of rhetorical questions in persuasion: A cognitive response analysis. Journal of Personality and Social Psychology, 40, 432-440.
Petty, Richard E., Cacioppo, John T., & Schumann, David (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10 (Sep.), 135-146.
Petty, Richard E., Cacioppo, John T., Kasmer, Jeff A., & Haugtvedt, Curt P. (1987). A reply to Stiff and Boster. Communication Monographs, 54 (3), 257-263.
Petty, Richard E., Gleicher, Faith, & Baker, Sara M. (1991). Multiple roles for affect in persuasion.
Emotion and Social Judgments. Forgas, Joseph P. (Ed). Emotion and Social Judgments.
International Series in Experimental Social Psychology, (pp. 181-200). Elmsford, NY, US:
Pergamon Press.
Petty, Richard E., Ostrom, T. M., & Brock, T. C. (Eds.). (1981). Cognitive Responses in Persuasion.
Hillsdale, NJ: Erlbaum.
Petty, Richard E., Schumann, David W., Richman, Steven A., & Strathman, Aian J. (1993). Positive mood and persuasion: Different roies for affect under high- and low-elaboration conditions.
Journal of Personality and Social Psychology, 64 (January), 5-20.
Petty, Richard E., Unnava, Rao, & Strathman, Alan J. (1991). Theories of attitude change.
Handbook of Consumer Behavior, 4th Ed. Thomas S. Robertson & Harold H. Kassarjian eds.
241-278.
Petty, Richard E., Wells, Gary L., & Brock, Timothy C. (1976). Distraction can enhance or reduce yielding to propaganda: Thought disruption versus effort justification. Journal of Personality and Social Psychology, 34 (5), 874-884.
Petty, Richard. E. & Cacioppo, John T. (1979). Issue-involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37 (10), 1915-1926.
Petty, Richard E. & Wegener, Duane T. (1998). Attitude change: Multiple roles for persuasion variables. In Gillbert, Daniel T., Fiske, Susan T., & Lindzey, Gardner (eds.), The Handbook of Social Psychology, 323-390. Boston: McGraw-Hill.
Petty, Richard E., Wells, Gary L., & Brock, Timothy C. (1976). Distraction can enhance or reduce yielding to propaganda: Thought disruption versus effort justification. Journal of Personality and Social Psychology, 34 (5), 874-884.
Plassmann, H., Kenning, P., & Ahlert, D. (2007). Why companies should make their customers happy: The neural correlates of customer loyalty. in Advance Consumer Research - North American Conference Proceeding, 34, 735-739.
Ratneshwar, S. & Chaiken, Shelly (1991). Comprehension's role in persuasion: The case of its moderating effect on the persuasive impact of source cues. Journal of Consumer Research, 18 (1), 52-62.
Ridderinkhof, K., Ulsperger, M., Crone, E. E., & Nieuwenhuis, S. (2004). The role of the medial frontal cortex in cognitive control. Science, 306 (5695), 443-447.
Rossiter, J. R., Silberstein, R. B., Harris, P. G., & Nield, G. (2001). Brainimaging detection of visual scene encoding in long-term memory for TV-commercials. Journal of Advertising Research, 41, 13-22.
Schwarz, Norbert (1990). Feelings as information: Informational and motivational functions of affective states. In Handbook of Motivation and Cognition, Vol.2, E. Tory Higgins and Richard M. Sorrentino, eds. New York: Guilford Press, 527-561.
Shiv, B. & Fedorikhin, A. (1999). Heart and min in conflict: The interplay of affect and cognition in consumer decision making. Journal Consumer Research, 26, 278-292.
Shiv, B., Bechara, A., Levin, I., Alba, J., Bettman, J., Dube, L., Isen, A., Mellers, B., Smidts, A., Grant, S., & Mcgraw, A. (2005). Decision neuroscience. Marketing Letter, 16 (3/4), 375-386.
Simon, Herbert A. (1976). Administrative Behavior (3rd ed.), New York: Free Press.
Skowronski, John J. & Carlston, Donal E. (1989). Negativity and extremity biases in impression formation: A review of explanations. Psychological Bulletin, 105 (1), 131-142.
Stoll, M., Baecke, S., & Kenning, P. (2008). What they see is what they get? An fMRI-study on neural correlates of attractive packaging. Journal of Consumer Behaviour, 7, 342-359.
Watson, David (1988). Intraindividual and interindividual analyses of positive and negative affect:
Their relation to health complaints, perceived stress, and daily activities. Journal of Personality and Social Psychology, 54, 1020-1030.
Watson, David, Clark, Lee A., & Tellegen, Auke (1988). Development and validation of brief measures of positive and negative affect: The PANAS Scales. Journal of Personality and Social Psychology, 54 (6), 1063-1070.
Wegener, Duane T. & Petty, Richard E. (1997). The flexible correction model: The role of naive theories of bias in bias correction. In M.P. Zanna (ed.), Advances in Experimental Social Psychology (Vol.29 pp. 141-208). New York: Academic Press.
Wells, Gary L. & Petty, Richard E. (1980). The effects of overt head movement on persuasion:
Compatibility and incompatibility of responses. Basic and Applied Social Psychology, 1 (3), 219-230.
Wilson, Timothy D. & Brekke, Nancy (1994). Mental contamination and mental correction:
Unwanted influences on judgments and evaluations. Psychological Bulletin, 116 (1), 117-142.
Wright, Peter L. (1980). Message-evoked thoughts: Persuasion research using thought verbalizations. Journal of Consumer Research, 7, 151-175.
Wood, Wendy & Kallgren, Carl A. (1988). Communicator attributes and persuasion: Recipients access to attitude-relevant information in memory. Personality and Social Psychology Bulletin, 14 (1), 172-182.
Yoon, C., Gutchess, A. H., Feinberg, F., & Polk, T. H. (2006). Comparing the structures of brand and human personality: A functional magnetic resonance imaging study. Journal Consumer Research, 33, 31-40.
Zaltman, G. (2000). Consumer researchers: Take a hike!. Journal Consumer Research, 26 (4), 423-429.
Zenhausern, R. (1978). Imagery, cerebral dominance, and style of thinking: A unified field model.
Bulletin of the Psychonomic Society, 12, 381–384.
Zink, Carolin F., Pagnoni, G., Martin, Megan E., Dhamala, M., & Berns, Gregory S. (2003).
Human striatal response to salient nonrewarding stimuli. Journal of Neuroscience, 23 (22), 8092-8097.
Zuckerman, Adam & Chaiken, Shelly (1998). A heuristic-systematic processing analysis of the effectiveness of product warning labels. Psychology and Marketing, 15 (7), 621-642.