| 摘要(英) |
Building on Grice’s (1975) theory of ’’conversational implicature’’, we propose that consumers will react favorably to unusual names because they expect marketing messages to convey usual information. If the message is not informative or does not conform to expectations, consumers search for the reason for the deviation. This search results in additional (positive) attributions about the product, and thus, a more favorable response.
In recent years, ambiguous naming strategies of products have been the tendency. This research hopes to find if the special or ambiguous product naming type can strengthen consumers’ advertising attitude, to develope out relevant and further research on the special and ambiguous product naming type, and to contribute to marketing personnel’’s choice and application on the marketing naming strategies.
This research adopts the questionnaire law of the network, and using college and graduate students at National Central University as respondents. Independent variables were the products naming type of typicality (Atypical / Typical), advertising appeal (emotional /rational appeal), and picture type (visualization /physical representation).There were 2×2×2 =8 groups of experimental design. At the same time, independent variables were the products naming type of specificity (Unspecific/Specific), advertising appeal (emotional /rational appeal), and picture type (visualization /physical representation).There were also 2×2×2 =8 groups of experimental design. So there were 8+8=16 groups of experimental design in this study. Every experiment group includes two sub studies: ’’the entity products’’ and’’ the intangible service’’. This study explores the potential effects of products naming type, picture types and advertising appeals in print media on advertising attitude for two product category. After retrieving 240 effective questionnaires, and using ANOVA analysis. The conclusions are as follows:
1.No matter under the entity products or the intangible service, ’’Atypical’’ and ’’Unspecific’’ product naming type will get better advertising attitude than ’’ Typical ’’ and ’’ Specific ’’ product naming type for consumers.
2.When the product category is the entity products and the product naming type is ’’Atypical ’’, ’’ Visualization ’’ picture type will get better advertising attitude relatively. When the product category is the entity products and the product naming type is ’’Typical ’’, ’’ Physical Representation ’’ picture type will get better advertising attitude relatively. Under the naming type of specificity, product naming type and picture type do not have interaction on advertising attitude. When the product category is the intangible service, the naming type of typicality and picture type do not have interaction on advertising attitude. If the product naming type is ’’ Unspecific ’’, ’’ Physical Representation ’’ picture type will get better advertising attitude relatively. And if the product naming type is ’’Specific’’, ’’ Visualization ’’ picture type will get better advertising attitude relatively.
3.When the product category is the entity products, and no matter under which naming type, ’’Emotional Appeal’’ can relatively strengthen consumers’ imagination of the products and advertising attitude. When the product category is the intangible service, and products naming type is ’’ Atypical ’’ and ’’ Unspecific ’’, ’’ Rational Appeal’’ results in higher levels of advertising attitude. And if products naming type is ’’ Typical ’’ and ’’Specific ’’, it is relatively good to use ’’ Emotional Appeal ’’than ’’ Rational Appeal’’.
4.Under the entity products, only the naming type of typicality, advertising appeal, and picture type significantly influence the consumers’ advertising attitude. Under the intangible service, only the naming type of specificity, advertising appeal, and picture type significantly influence the consumers’ advertising attitude.
5.Regarding different product categories, picture type of the entity products mostly stimulate the consumer advertising attitude by the way of strengthening. And ’’ Emotional Appeal’’ can relatively strengthen consumer’’s imagination and positive emotion to the products. Only the naming type of typicality can bring the new opinion to consumers, and can significantly influence the consumers’ advertising attitude. Under the intangible service, no matter the picture type or advertising appeal, mostly remedies the consumers’ uncertainty to the naming type by the way of complementation. And the multiple type and uncertainty of the intangible service are the main reason that the naming type of specificity, advertising appeal, and picture type form the complement to each other and significantly influence the advertising attitude. |
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