本研究檢視了認知需求、時間壓力與消費者知識在廣告訊息框架效果與消費者態度之間關係中的調節效果。一百三十二位大學生參與了實驗一。研究結果顯示，高認知需求消費者在低時間壓力之下，會對負面框架的廣告訊息產生更正面的消費者態度；高認知需求消費者在高時間壓力之下，負面框架廣告訊息並未明顯優於正面框架廣告訊息所帶來的消費者態度。然而，對低認知需求的消費者而言，正面框架的廣告訊息比負面框架的廣告訊息更能產生正面的消費者態度，無論時間壓力的高低。 在一百二十四位大學生所參與的實驗二中，研究結果顯示：高認知需求但消費知識低的消費者，會對負面框架的廣告訊息產生較正面的消費者態度；但高認知需求且消費知識高的消費者，正面框架廣告訊息並未明顯優於負面框架廣告訊息所帶來的消費者態度。相對地，對低認知需求且低消費知識的消費者而言，正面框架的廣告訊息會比負面框架的廣告訊息，更能產生較正面的消費者態度；至於低認知需求且高消費知識的消費者，負面框架廣告訊息並未明顯優於正面框架廣告訊息所帶來的消費者態度。 實驗三有一百四十四位大學生參與，結果顯示：廣告框架效果並未明顯地影響到高消費知識消費者的態度，不論時間壓力的高低。低消費知識且處於低時間壓力下的消費者，會對負面框架的廣告訊息產生較正面的態度；然而，對低消費知識且處於高時間壓力下的消費者而言，正面框架廣告訊息並未明顯優於負面廣告框架訊息所帶來的態度。 This research examines the moderating impacts of need for cognition (NFC), time pressure and consumer knowledge on the relationship between ad message framing and consumer attitudes. 132 undergraduates participated in Study 1. Results showed that high NFC consumers under low time pressure form more favorable consumer attitudes toward negatively framed ad messages than positively framed ad messages; in contrast, insignificantly favorable consumer attitudes toward negatively over positively framed ad messages were found for high NFC consumers under high time pressure. In addition, low NFC consumers form more favorable consumer attitudes toward positively framed ad messages than negatively framed ad messages, irrespective of time pressure. In Study 2, 124 undergraduates were invited to join the survey. Results demonstrated that while high NFC consumers with low knowledge engender more favorable consumer attitudes toward negatively framed ad messages than positively framed ad messages, insignificantly favorable consumer attitudes toward positively over negatively framed ad messages were found for high NFC consumers with high knowledge. In contrast, while low NFC consumers with low knowledge engender more favorable consumer attitudes toward positively framed ad messages than negatively framed ad messages, insignificantly favorable consumer attitudes toward negatively over positively framed ad messages were found for low NFC consumers with high knowledge. 144 undergraduates participated in Study 3. Results indicated that framing effect insignificantly affects the consumer attitudes of high-knowledge consumers, irrespective of time pressure. In contrast, while low-knowledge consumers under low time pressure hold more favorable consumer attitudes toward negatively framed messages than positively framed messages, insignificantly favorable consumer attitudes toward positively over negatively framed ad messages were found for low-knowledge consumers under high time pressure.
