| 摘要: | 「希望」常常充斥在人們的生活當中，當人們渴望於達成某項事物時，就會出現這一種積極情緒。當人們在觀看廣告的時候，經常會將自己帶入進去並希望在使用產品時能夠完美的達到廣告中所描述的效果，但並不是所有的產品都能夠帶給消費者足夠的信心去達成目的，在MacInnis & Mello (2005)的文獻中將希望依據個人評判達成目標的可能性高低分為了強希望與弱希望，本研究沿用此概念並透過心理距離中的假設距離解釋希望的強度。將強希望定義為當達成目標的可能性越高時，消費者對達成的希望便越強；但當達成目標的可能性低時，則希望越弱。
在過去的文獻中，許多研究實證了建構水平與心理距離之間的雙向關係(Liberman & Trope，1998；Trope & Liberman，2010；Liberman & Trope，2008)，當心理距離接近的情況下，個人在面對事物會注重具體特徵；而心理距離遙遠的情況下，個人會較容易受到抽象特徵所吸引。由於本研究討論的希望可透過假設距離來解釋，因此將希望強度與建構水平理論結合討論，目的在於探討消費者對產品不同的希望程度在平面廣告環境下對建構水平層次的態度偏好。
本研究假設對產品具有強希望的消費者，採用低建構水平廣告文案相對於高建構水平廣告文案會有較高的廣告態度；反之，對產品持有弱希望的消費者，採用高建構水平廣告文案相對於低建構水平廣告文案會有較高的廣告態度，這是因為強希望的狀態下，對達成理想目標的可能性較強，因此消費者對產品的感知心理距離會較近，會更受低建構水平的廣告文案吸引。反之，弱希望的狀態下，由於達成目標的可能性較低，使得消費者對產品的感知心理距離較遠，因此會更容易對高建構水平的廣告文案產生正向的態度。
"Hope" is often filled in people's lives. This positive emotion will appear when people are eager to achieve something. When people watch advertisements, they often put themselves into it and hope that when using the product, they can perfectly achieve the effect described in the advertisement. However, not all products can give consumers enough confidence to achieve their goals. In the literature of MacInnis & Mello (2005), hope is divided into strong hope and weak hope based on personal evaluation of the possibility of achieving goals. This study follows this concept and explains the strength of hope through the hypothetical distance in psychological distance. Strong hope is defined as when the possibility of achieving the goal is higher, the consumer's hope for achievement is stronger; but when the possibility of achieving the goal is low, the hope is weaker.
In the past literature, many studies have demonstrated the bidirectional relationship between construal level and psychological distance (Liberman & Trope, 1998; Trope & Liberman, 2010; Liberman & Trope, 2008). When the psychological distance is close, individuals will when facing things, we will focus on specific features; but when the psychological distance is far away, individuals will be more easily attracted to abstract features. Since the hope discussed in this study can be explained by hypothetical distance, the hope intensity and construal level theories are discussed in conjunction with the purpose of exploring consumers' attitudinal preferences for construal levels in a print advertising environment with different levels of hope for products.
This study hypothesizes that consumers who have strong hope for the product will have higher advertising attitudes when using low-construal-level advertising copy compared to high-construal-level advertising copy; conversely, consumers who have weak hope for the product will adopt high-construal-level advertising. Compared with low explanation level advertising copy, copywriting will have a higher advertising attitude. This is because in a state of strong hope, the possibility of achieving the ideal goal is stronger, so consumers will have a closer psychological distance to the product and will be more Attracted to low-level explanation advertising copy. On the contrary, in a state of weak hope, since the possibility of achieving the goal is low, consumers have a farther psychological distance from the product, so it is easier for consumers to have a positive attitude towards high-level explanation advertising copy. |
