Advertising Effectiveness Model considering Consumers' Persuasion Knowledge
| Project/Area Number |
26380590
|
|---|
| Research Category |
Grant-in-Aid for Scientific Research (C)
|
| Allocation Type | Multi-year Fund |
|---|
| Section | 一般 |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Daito Bunka University (2017)
Kyushu Sangyo University (2014-2016) |
|---|
Principal Investigator |
|
|---|
| Project Period (FY) |
2014-04-01 – 2018-03-31
|
| Project Status |
Completed (Fiscal Year 2017)
|
| Budget Amount *help |
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2016: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2015: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2014: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
|
|---|
| Keywords | 広告 / 説得知識 / 広告効果 |
|---|
| Outline of Final Research Achievements |
The purpose of this study was to expand previous advertising effectiveness model considering consumers' Persuasion Knowledge. Persuasion Knowledge is the concept concerning metacognitive knowledge toward persuasive communications that many researchers have been disscussed since 1990s.
After conceptual examination and attempt for scale depelopment, several national internet surveys in Japan have been conducted. The scores of consumers' skepticism toward advertising(SKEP) were reported. SKEP influenced attitudes toward the advertiment, attitudes toward the brand, and indirectly purchase intentions.
Several limitations including the difficulty of measuremnt for Persuasion Knowledge became obvious and implications for further studies were suggested.
|
Report
(5 results)
Research Products
(7 results)
