單純曝光效果為Zajonc(1968)所發現之現象，而置入性行銷是該理論在行銷領域上的應用方式之一。本研究欲驗證在置入性行銷的情境下，單純曝光效果對於品牌喜好度及品牌選擇的影響。 本研究之實驗設計採取因子實驗設計法，以運動飲料作為實驗刺激，並將照片製成影片。實驗一加入產品置入經常使用的音樂的及情境元素，藉此模擬置入性行銷的情境，探討在不同訊息複雜度及情境關聯度的置入情境下，單純曝光效果對於品牌選擇及品牌喜好的影響將會如何被調節。實驗二則探討在不同曝光時間下，單純曝光效果對於品牌選擇及喜好度的調節作用。 本研究之實驗結果發現，訊息複雜度對於單純曝光效果在品牌喜好及品牌選擇上皆有顯著的調節作用，中度訊息複雜下會有較大的單純曝光效果，高度複雜的訊息則無法有效強化單純曝光效果；高情境相關程度對於單純曝光效果在品牌喜好度上有顯著的正向調節作用，但在品牌選擇上則不顯著；訊息複雜度、情境相關程度與曝光次數三者間的交互作用不顯著，表示訊息複雜度與情境相關程度的組合對單純曝光效果影響有限；當曝光時間為5秒時，無論在品牌喜好度及品牌選擇上，皆有較大的單純曝光效果。 The mere exposure effect was found by Zajonc(1968),and one of the applications is product placement. The purpose of this research is to examine the mere exposure effect on brand attitude and brand choice in product placement situations. This study uses factorial experimental design, sport drinks as stimuli. We use Windows movie maker to make pictures into movies. In order to understand how message complexity and degree of situations related to products moderate the mere exposure effect on brand attitude and brand choice, we use music and situations related to sports (or not) to simulate product placement situations in experiment 1. In experiment 2, we discuss how exposure duration moderates mere exposure effect on brand attitude and brand choice. The results indicate message complexity could moderate the mere exposure effect on both brand attitude and brand choice. The moderate degree of message complexity shows positive moderating effect, but the excessive degree of message complexity doesn’t. High degree of situations related to products moderates mere exposure effect positively on brand attitude but not on brand choice. There are no significant interactions among message complexity, degree of situations related to products and exposure frequency. It indicates that message complexity and degree of situations related to products couldn’t significantly moderate mere exposure effect. It shows stronger mere exposure effect on brand attitude and brand choice when exposure duration is 5 seconds than 2 seconds.
