消費者認知失調在行銷領域上是很重要的因素，而廣告代言人的運用亦在商品行銷上被廣泛的運用；所以本研究目的在探討臺灣與馬來西亞兩國消費者，在不同廣告代言人與商品認知風險之下，對消費者認知失調之關係，本研究欲釐清不同國家文化下，不同的廣告代言人及商品認知風險的交互搭配，是否會造成消費者不同程度的認知失調。
本研究採準實驗法，分名人、專家及典型消費者三組廣告代言人搭配手機衡量消費者的反應，再針對臺、馬消費者進行便利抽樣，臺灣消費者發出380份，有效問卷321份，有效回收率達84.5%；馬來西亞消費者發出220份，有效問卷199份，回收率達90.5%。實驗結果顯示名人及專家代言時，臺、馬消費者的認知失調有顯著差異；而典型消費者代言時，臺、馬國籍消費者的認知失調則無差異存在。
The consumer cognitive dissonance is an important factor in marketing. In practical management, endorser advertising is most popular tools in marketing field. Therefore, the purpose of this study was to explore the different national culture, different endorser in advertising and perceived risk of product whether to stimulate both of the Taiwan and Malaysia’s consumers on vary degree cognitive dissonance by different culture.
A quasi-experiment was conducted in this study. Different Endorser was assigned into three print advertisements (the celebrity, the expert and the typical consumer) with mobile phone to judge consumer's response. The data collected with convenience sampling from the Taiwan and Malaysia’s consumers. 321 questionnaires of Taiwanese’s consumers are return and valid, the effective returns-ratio 84.5%; The Malaysia’s consumer questionnaires were return 220, 199 valid, the returns-ratio reaches 90.5%. The findings of this study that are much difference between Taiwan and Malaysia’s consumer cognition dissonance, when endorser is the celebrity or the expert, while the typical consumer is not.
