本研究主要探討抗性產品的廣告說服效果，當消費者面對某些產品或服務具有負面初始態度時，行銷人員若能找出合適的說服方式，將能有效提高廣告傳播效果。因此，本研究以時間連結理論的廣告訴求做為研究基礎，將受測者的認知聯想做為連結，引導受測者從現在(current-self)連結到未來(temporal-self)，產生特定時間點的情境聯想，進而影響受測者對於抗性產品的喜好程度。
在抗性產品的選擇上，以台灣大學生中普遍缺乏學習動機的學習英文為例子。透過實驗法操弄，將廣告形式分為有、無時間連結理論兩種，本研究共募集130位受測者參與實驗，最後檢驗廣告訴求形式與認知需求程度對抗性產品說服效果產生何種影響。
研究結果發現，受測者對於抗性產品的態度會因時間連結理論的廣告訴求而有所改變，同時也受到受測者自身的認知需求程度有所影響，認知需求程度高者較不易被說服，而認知需求程度低者則較容易受到此種廣告手法被說服，並產生態度上的改變。由此可知，行銷人員可針對潛在顧客的認知需求特質，進行不同的廣告策略，藉此提升抗性產品的廣告說服效果。
This study focuses on the advertising persuasion effect of the resistant product. The ad-vertising strategy is playing a very important role when the people experience a products or services have a negative initial attitude. Therefore, this study is based on the Timeline Connection Theory which in leading of transfer with consumers cognitive then consum-er situation from now (current-self) to the future (temporal-self), affecting the consum-ers’ attitude from negative to positive.
Through the experimental design, the experimental treatment divided into Time-link commercial film and without Time-link commercial film. The subjects were collected from the students who lacks learning English motivation in Taiwan. 130 ques-tionnaires were distributed in north university’s students. Due to Advertisement content and need for cognition on advertising persuasion, data were analyzed by performing two-way ANOVA.
The finding is that consumers' attitude towards resistant products will be changed by the Timeline Connection Theory, and affected by the consumer's own cognitive needs. People who in high need for cognitive are less to be persuaded, and people who have in low need for cognitive are more likely to be persuaded by such advertising tech-niques and to change attitudes. Finally, the marketing staff could utility timeline con-nection theory to persuade people who have negative initial attitude and to enhance the advertising persuading effectiveness.
