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In light of recent persuasive appeals which promote a food product's health or nutritional benefits in advertisements, this exploratory study investigates the ways in which individuals read and understand health and nutrition-related claims in advertising and make subsequent judgments about the product, brand, and purchase intentions. Using the Elaboration-Likelihood model of persuasion, this study looks at how motivational (e.g., health consciousness, need for cognition) and ability (nutrition knowledge) factors influence attitudes toward three food products following exposure to manipulated advertisements containing a nutrition-related claim. Although the results do not demonstrate much support for the predicted relationships, the findings nonetheless provide researchers useful information that may benefit future studies. / Master of Arts

有鑑於肥胖人口激增，減重需求大增，瘦身減肥一直是女性所關注的議題之一。然而，瘦身減肥意味著某些潛在的衝突，例如：少吃多動、美麗自信與損害健康等矛盾情結，這種矛盾情結正是雙岐態度的特徵。態度包含了情感、認知、行為意圖三種層面，在預測閱聽人的行為意圖時，態度往往是最佳指標。過去的研究發現雙岐態度的高低會影響閱聽人的訊息處理途徑，因此本研究企圖以雙岐態度理論與推敲可能性模式（elaboration-likelihood model，簡稱ELM）來解釋廣告訊息的強弱如何透過雙歧態度而影響廣告效果。 研究結果主要發現，廣告訊息的強弱論點有穩定且一致的主要效果，表示強論點的廣告訊息在廣告、瘦身與產品態度三方面都會產生較正向的評價。雙歧態度高低則無顯著差異，而在部分條件下，強弱論點與雙歧雙歧的交互作用達顯著差異，也就是說低雙歧的人對於強論點的廣告訊息有較正向的廣告效果反應，顯示出雙歧態度對廣告訊息的調節作用。此外，瘦身產品的物理或化學性質對瘦身廣告與瘦身產品的態度都顯著性的影響，女性對於化學性質的瘦身產品有較佳的廣告態度與產品態度。本研究結果隱含著雙歧態度未來研究發展之建議與廣告行銷上的實務策略，雙歧理論仍有待後續研究考證；而行銷業者則必須注意廣告訊息的編碼是否有效，另外，消費者與閱聽人的態度不僅是行為的最佳指標，也是調節廣告效果的要重因素。最後提出研究限制與後續研究發展。 / According to the increase of fatness population and the need of weight-loss, women always pay close attention to reduce weight. However, to lose weight means some potential conflicts, such as less assimilate and more exercise；beauty, confidence and the risk of ruin health. This kind of contradictory complexes are the typical characteristic of ambivalence attitude. On predicting the behavior attention of the audience , the best index is attitude which is composed of affection, cognition, and behavior. Past research has found the level of ambivalence influence the information process of the audience, for this reason, the present research designs to integrate ambivalence attitude and ELM to explain how the argument of AD influence the effects of AD by ambivalence. The main results of the study show the strong arguments of AD are stable and consistency and the ambivalence attitude have no impacts on the effect of AD. In particular situation, the ambivalence attitude has moderation on AD effects. Moreover, the attribution of weight-loss products made some differences evaluation on AD attitudes and product attitudes. The datum reveal women preference chemical weight-loss products, favor chemical weight-loss AD. The results imply that the improvement of ambivalence theory and the suggestions on practical marketing. Further, the attitude of the audience is not only the best index of behavior, but also the significant factor on moderating the AD effects. In conclusion, address the restriction of the present study and the direction of follow-up research.

Persuasion communication, elaboration likelihood model, intrinsic persuasion variables, extrinsic persuasion variables, Life Orientation, HlV/Aids, grade 9 learners, guidance counselling, persuasion campaigns, credibility, motivation, capacity, youth The elaboration likelihood model (Petty & Caccioppo, 1996:l-309) in the field of persuasion communication explains the role that variables can play in the measure to which the youth can be influenced and persuaded by messages aimed at changing sexual risk behaviour. In order to offer the North West Province Department of Education's Life Orientation learning area, which is marked by a life skills approach, a better chance of success, it is important to determine which of the intrinsic and/or extrinsic variables-as is hypothesised by the elaboration likelihood model-play a role with grade 9 learners. Thus, the persuasion messages within Life Orientation could be adapted accordingly. The purpose of this study was to determine what role the intrinsic and/or extrinsic persuasion variables have in the presentation of Life Orientation classes to selected grade 9 learners at three Potchefstroom high schools. Relevant literature was analysed in regard to HlV/Aids campaigns and programmes that had been launched in South Africa, especially in instances where the theoretical framework corresponded with this study. The empirical study was done by way of methodological triangulation. An overall picture was formed by way of a quantitative survey questionnaire of the persuasion variables that are found among grade 9 learners in Potchefstroom, Promosa and Ikageng. Qualitative methods (focus groups, personal interviews and non-participatory observation) were employed to investigate the deeper seated aspects of the persuasion variables. The results of the study confirm the premise of the elaboration likelihood model, and proved that intrinsic persuasion variables play an important role with grade 9 learners when HlV/Aids persuasion messages are conveyed to them through Life Orientation classes. Thus, it can be inferred that grade 9 learners of the three selected Potchefstroom schools would process these persuasion messages via the central route, which enhances the chances of long term persuasion. Further, it appears that in this study extrinsic persuasion variables mostly played a strengthening role with regard to persuasion messages. The study deduces, therefore, that Life Orientation, and specifically the content that is focused on HIV/Aids, led to the successful persuasion of grade 9 learners in the selected schools. However, the study also makes important recommendations on how the impact of these persuasion messages can be even more heightened within the context of the elaboration likelihood model. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2006

ELM模式把過去紛歧的說服理論作一整合，成功地解釋了過去在說服理論及實證上的歧異。然而，不同的文化下有不同的溝通型態，ELM模式是否能放諸四海而皆準呢？本研究主要目的是希望了解ELM模式在文化迥異於美國的臺灣消費者是否依然成立呢？ 　　本研究主要是以Petty & Cacioppo的ELM模式為研究之架構。根據ELM模式，個人有處理訊息的動機及能力時，將會採中央路徑的訊息處理方式，此時影響態度的主要因素為論點品質；反之，若個人缺乏處理訊息的動機或沒有處理訊息的能力時，則會採取周 　　路徑的訊息處理方式，此時影響態度的主要因素為周邊線索。在本研究中，我們以論點品質（強／弱）的作為中央線索的操弄，以推薦人的知名度、受喜好程度（名人推薦人／非名人推薦人）作為周邊線索的操弄。以投入程度（高／低）及認知需求的高低（以量表衡量）來研究其對兩路徑說服效果的影響。 　　研究結果發現： 　　1、高投入程度者較低投入程度者顯著地對目標產品有較正面的態度。 　　2、名人推薦人效果略優於非名人推薦人。 　　3、強論點效果顯著地優於弱論點效果。 　　4、與國外實證結果不同的是，本研究的交互效果皆不顯著，此結果正突顯出，本研究所提出之文化差異對廣告說服力之影響。也就是東方文化較傾向於地域依賴，而西方文化較傾向地域獨立。 / Systematic variation across cultures in many psychological phenomena have been found by many previous studies. This study incorporate on of them, i. e., need for cognition, into a consumer behavior model, i.e., the Elaboration Likelihood Model. In this paper, the reason why the development of an individual's need for cognition is governed by cultures is explored and the relationship between need for cognition and persuasive effectiveness of media communication is established. Undergraduates at NCCU participated in the experiment. Subjects were randomly assigned to each of the cells in a 2(involvement:high or low) x 2(celebrity status:famous or infamous) x 2(argument quality: high or low)factorial design. Our study has not provided support for the view that different features of an advertisement may be more or less effective, depending upon a person's involvement or need for cognition. The result is not consistent with that of other studies conducted in the western culture. The possible explanation may be due to the culture differences in that the Chinese culture is field dependent while the western culture is field independentas hypothesized.

Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2006.

Baigiamojo darbo tikslas – sukurti šalutinių priemonių stiprinimo modelį VDU įtikinimo komunikacijos procese. Darbą sudaro trys pagrindinės dalys: teorinės literatūros analizė, tyrimo rezultatų analizė ir projektinio modelio sukūrimas. Teorinėje darbo dalyje analizuojama įtikinimo komunikacija, įsigilinimo tikimybės modelis, šalutinės priemonės komunikacijoje. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami tyrimo rezultatai, gauti atlikus apklausą, siekiant nustatyti šalutinių priemonių – aukštųjų mokyklų logotipų ir šaltinių patikimumo (informacijos apie aukštąsias mokyklas pateikimo atžvilgiu) – lygį. Projektinėje darbo dalyje sukurti šalutinių priemonių stiprinimo modeliai VDU įtikinėjimo komunikacijoje. / The aim of this final work is to create a model of peripheral cues strengthen in VMU persuasive communication process. The paper consists of three main parts: theoretical analysis, analysis of survey and developing a model. The theoretical part analyzes the persuasive communication, Elaboration Likelihood Model (ELM), peripheral cues in communication. The analytical part of work provides an analysis of results of the study carried out of survey. The main aim of survey was to rate the level of peripheral cues (logos of high schools and source credibility). Design work develops models of peripheral cues strengthen in VMU persuasive communication process.

The overall aim of this thesis is to investigate the effects of coherence in the corporate branding process. Specifically, this thesis defines and develops the concept of corporate brand coherency (CBC) using four antecedents and four dimensions, and investigates the effects of incongruence based on the advertising antecedent by manipulating ad-brand congruence. Using the Elaboration Likelihood Model (ELM), the research tests whether two-sided messages aid the resolution of incongruence following central route processing and whether greater number of arguments could act as a peripheral cue. Accordingly, a conceptual model was developed to test the effects of ad-brand congruence, message sidedness and argument quantity on corporate credibility, attention and elaboration, attitude towards the ad and attitude towards the corporate brand. To empirically test this model an online experiment (using a 3x2x2 between-subjects factorial design) was conducted, where subjects were exposed to a modified print advertisement for a grocery store. A total of 528 responses were collected from New Zealand Internet users. Two- and three-way ANCOVAs as well as path analysis was used to analyse the hypothesised relationships. The results indicate support for CBC, as it was found that congruence led to positive evaluations and higher corporate credibility. Two-sided messages were not found to be effective in reducing the negative effect of incongruence. Instead, two-sided messages led to less favourable evaluations of incongruence. Regardless of the incongruence, the results show that two-sided messages did not lead to positive evaluations, while an increased number of arguments did lead to more favourable attitudes. Overall, the findings show the ELM is not applicable to explain consumers’ responses to incongruence, as incongruence was not found to affect message processing. Additionally, there was no support that message sidedness and argument quantity, respectively, acted as central and peripheral cues. Furthermore, findings indicate that incongruity in advertising can lead to positive evaluations when consumers have a negative prior brand attitude. The theoretical and managerial implications as well as directions for future research based on these findings are discussed.

Persuasion communication, elaboration likelihood model, intrinsic persuasion variables, extrinsic persuasion variables, Life Orientation, HlV/Aids, grade 9 learners, guidance counselling, persuasion campaigns, credibility, motivation, capacity, youth The elaboration likelihood model (Petty & Caccioppo, 1996:l-309) in the field of persuasion communication explains the role that variables can play in the measure to which the youth can be influenced and persuaded by messages aimed at changing sexual risk behaviour. In order to offer the North West Province Department of Education's Life Orientation learning area, which is marked by a life skills approach, a better chance of success, it is important to determine which of the intrinsic and/or extrinsic variables-as is hypothesised by the elaboration likelihood model-play a role with grade 9 learners. Thus, the persuasion messages within Life Orientation could be adapted accordingly. The purpose of this study was to determine what role the intrinsic and/or extrinsic persuasion variables have in the presentation of Life Orientation classes to selected grade 9 learners at three Potchefstroom high schools. Relevant literature was analysed in regard to HlV/Aids campaigns and programmes that had been launched in South Africa, especially in instances where the theoretical framework corresponded with this study. The empirical study was done by way of methodological triangulation. An overall picture was formed by way of a quantitative survey questionnaire of the persuasion variables that are found among grade 9 learners in Potchefstroom, Promosa and Ikageng. Qualitative methods (focus groups, personal interviews and non-participatory observation) were employed to investigate the deeper seated aspects of the persuasion variables. The results of the study confirm the premise of the elaboration likelihood model, and proved that intrinsic persuasion variables play an important role with grade 9 learners when HlV/Aids persuasion messages are conveyed to them through Life Orientation classes. Thus, it can be inferred that grade 9 learners of the three selected Potchefstroom schools would process these persuasion messages via the central route, which enhances the chances of long term persuasion. Further, it appears that in this study extrinsic persuasion variables mostly played a strengthening role with regard to persuasion messages. The study deduces, therefore, that Life Orientation, and specifically the content that is focused on HIV/Aids, led to the successful persuasion of grade 9 learners in the selected schools. However, the study also makes important recommendations on how the impact of these persuasion messages can be even more heightened within the context of the elaboration likelihood model. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2006

電影屬於服務的一種，具有抽象與體驗消費的特性，因此，消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險，他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度，以協助其進行購買決策。其中，又因口碑為消費者之間一種非商業化、非正式的溝通，多為消費者個人的經驗分享，較一般公司網站與商業廣告更為公正客觀，也更容易獲得信任，在電影行銷的過程中扮演非常重要的角色。 不同於過去的研究，本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊，再加入消費者的「涉入程度」與「口碑信任度」為調節變數，分別探討它們對於消費者態度的影響。 經兩次前測後發放正式問卷，共回收233份有效問卷，主要研究發現如下： 1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。 2.消費者涉入程度的調節效果相當有限，但其本身對消費者態度即具有非常大的影響力。 3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用，但反而會減弱周邊線索口碑資訊對態度的影響力。