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Advertising Effectiveness Model considering Consumers' Persuasion Knowledge

Research Project

Project/Area Number 26380590
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionDaito Bunka University (2017)
Kyushu Sangyo University (2014-2016)

Principal Investigator

Igarashi Masaki  大東文化大学, 経営学部, 准教授 (40615358)

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)
  • 2017 Annual Research Report   Final Research Report ( PDF )
  • 2016 Research-status Report
  • 2015 Research-status Report
  • 2014 Research-status Report

Research Products

(7 results)

All 2018 2017 2016 2015 2014

All Journal Article (4 results) (of which Acknowledgement Compliant: 2 results,  Open Access: 1 results) Presentation (3 results)

  • [Journal Article] 消費者の広告に関する知識と広告の受容2018

    • Author(s)
      五十嵐正毅
    • Journal Title

      日経広告研究所報

      Volume: 300

    • Related Report
      2017 Annual Research Report
  • [Journal Article] 「広告」として認識されるメディア2017

    • Author(s)
      五十嵐正毅
    • Journal Title

      日経広告研究所報

      Volume: 292 Pages: 34-41

    • Related Report
      2017 Annual Research Report 2016 Research-status Report
  • [Journal Article] 「広告」という言葉から消費者が想起するもの2015

    • Author(s)
      五十嵐正毅
    • Journal Title

      日経広告研究所報

      Volume: 49(5) Pages: 26-33

    • Related Report
      2015 Research-status Report
    • Acknowledgement Compliant
  • [Journal Article] 広告研究における説得知識の考察意義2015

    • Author(s)
      五十嵐正毅
    • Journal Title

      商経論叢

      Volume: 55(3) Pages: 1-22

    • Related Report
      2014 Research-status Report
    • Open Access / Acknowledgement Compliant
  • [Presentation] 日本の消費者の広告一般への態度2017

    • Author(s)
      五十嵐正毅
    • Organizer
      日本広告学会関東部会
    • Related Report
      2017 Annual Research Report
  • [Presentation] 通信販売一般に対する今日日本の消費者の態度と信念2016

    • Author(s)
      五十嵐正毅
    • Organizer
      日本ダイレクトマーケティング学会
    • Place of Presentation
      東洋大学(東京都)
    • Year and Date
      2016-07-02
    • Related Report
      2016 Research-status Report
  • [Presentation] 今日日本の消費者の広告一般への態度(AG)2014

    • Author(s)
      五十嵐正毅
    • Organizer
      日本広告学会
    • Place of Presentation
      立教大学(東京都豊島区)
    • Year and Date
      2014-12-05 – 2014-12-07
    • Related Report
      2014 Research-status Report

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Published: 2014-04-04   Modified: 2019-03-29  

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