頁籤選單縮合
題 名 | 以次序防衛動機模式驗證恐懼訴求廣告的說服效果=Validation of Persuasive Effects of Fear Appeals Based on the Ordered Protection Motivation Model |
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作 者 | 潘明全; 華紀如; | 書刊名 | 大同學報 |
卷 期 | 28 1998.11[民87.11] |
頁 次 | 頁65-76+444 |
分類號 | 497.01317 |
關鍵詞 | 次序防衛動機模式; 恐懼訴求; 廣告; 行銷溝通; |
語 文 | 中文(Chinese) |
中文摘要 | 行銷溝通的設計是為了影響態度及行為。而恐懼訴求是企圖透過某一程度危險的威脅來影響行為,是行銷溝通的一種。死懼訴求使人們注意到危險及危險的行為,其效果是顯著的。行銷人員企圖利用危險的威脅以喚起恐懼的情緒反應,進而影響行為。但過去有關恐懼的研究結果並不一致,不能幫助行銷人員了解恐懼訴求在行為上的效果,不能對恐懼影響行為的過程提出有效的理論。之後,Tanner, Hunt及Eppright(1991)認為威脅訊息所激發的恐懼情緒反應在改變態度及行為上是必須的。另外Rogers(1983)支持自我效能在行為改變上的效果。因此,本研究利用此二個變數,對性傳染病防治實務上提出有效的建議。 |
英文摘要 | Marketing communications are designed to influence attitude and behavior. The fear appeal, a message that attempts to influence behavior through the threat of some danger, is one such type of marketing communication. The power of such appeals seems obvious; all that should be required to influence an individual's behavior is to make that person aware of the danger or dangerous behavior. Marketers have attempted to take advantage of this relationship by using the threat of danger to evoke the emotional response of fear and thus influence behavior. To date, research has not given marketers much help in understanding the effect of fear on behavior. Research to provide communication guidelines has produced conflicting results. Past research efforts have been unable to provide sound theory for the process of influencing behavior through fear. Then, Tanner, Hunt, and Eppright (1991) suggested that fear arousal in response to a threat message would be necessary for changes in attitude and behavior. Besides, Bandura (1977) . in related word on self-efficacy, theorized that effective coping defenses prohibit fear arousal. Rogers (1983) supported the effects of self-efficacy information in influencing behaviors. Therefore, in this study, using the two variables to provide effective suggestions that can be used by health care practitioners to promote responsible sexual practices. |
本系統中英文摘要資訊取自各篇刊載內容。