廣告已成為工商社會中不可缺少的一部分，而廣告的主要作用是將有關商品的訊息傳遞給消費者。因此，了解消費者心理是十分值得注意的問題。由於消費者有不同的特質，廣告訊息帶給消費者的反應，會產生不同型態的記憶，進而產生不同的促發效果，影響消費者的選擇決策行為。由於促發是經由消費者的記憶對所接收之資訊處理所產生的效果。因此，要真正了解消費者的選擇決策模式，就必需了解消費者對所接收到的產品訊息，會如何經由其記憶反應在購買選擇上。本研究運用廣告展露，探討廣告所產生的促發效果對消費者選擇決策之影響。

    本研究以實驗設計方式，對受測者進行實驗操控。選擇大學生最常購買的產品類別作為實驗產品標的，依據不同廣告展露路徑及不同的促發效果，將受測者隨機分成四組實驗組及二組控制組，希冀透過去除外顯記憶，以求更精確的衡量廣告所產生的促發效果與對受測者記憶及品牌選擇的影響。

    結果發現，觀看中央路徑或週邊路徑訊息廣告的受測者，在品牌回憶度上，知覺促發效果都大於概念促發效果。中央路徑及週邊路徑廣告所產生的知覺促發效果及概念促發效果，在有品牌評估及沒有品牌評估的情況下，對受測者的品牌選擇皆無顯著的差別，表示廣告所產生的促發效果會影響消費者的記憶，但並不一定會進入消費者的購物考慮集合中。在消費者購買商品時，需要訊息提示才會使消費者從記憶中提取品牌的訊息，所以除了廣告的傳遞之外，仍需在賣場或商品陳列處，設置產品訊息的刺激與提示，以提升廣告效果進而影響消費者的選擇。

Advertisement is indispensable in the development society. For instance, the major function of advertisement is communication, which can transfer the products’ information to customers. Because of we need to face a variety of customers’ characteristic. Advertisement information makes impression to difference memories and results different priming effect to decision making. Priming was accessed through consumer’s memories. If we want to understand consumer’s decision process, we need to understand how the product information was received by consumer, they will reflect on consumer’s purchasing. 
This research going to apply priming effect of advertising exposure on consumer’s decision making. Selecting some frequent purchased product category by college students as our experiment products. According to different advertised exposure and different priming affected, we randomly divided participants into four experiment groups and two control groups. After removed explicit memory, we can measure priming effect of memory and brand choice effect accurately.
    We compared some participants who viewed some advertisement of central route and peripheral route. The memories had recalled by participants, we can found that perceptual priming effect was larger than conceptual priming effect. Evaluated brands by the central route or the peripheral route, advertising’s priming effect was not conspicuous different. The result is that priming effect will influence memory but not always influence consumer’s consideration set. When they purchase product, consumers need stimulation made them recall some information about brand from their memories. We need to arrange product at the right position or right place to influence consumer choice and stimulate consumer to enlarge advertising effect.

目 錄
圖次………………………………………………………………….III
表次……………………………………………………………………IV
第一章、緒論……………………………………………………….…1
第一節、研究背景…………………………………………………….1
第二節、研究動機…………………………………………………….2
第三節、研究目的…………………………………………………….4
第二章、文獻探討…………………………………………………….5
第一節、廣告的影.……………………………………………………5
第二節、資訊處理過程……………………………………………….8
第三節、決策行為……………………………………………………14
第四節、促發………………………………………………………. 16
第三章、研究設計……………………………………………………19
第一節、研究架………………………………………………………19
第二節、研究假說……………………………………………………19
第三節、研究範………………………………………………………22
第四節、變項操弄方…………………………………………………23
第五節、實驗設計……………………………………………………24
第六節、問卷設計……………………………………………………28
第七節、實驗研究對象………………………………………………31
第八節、實驗流程……………………………………………………31
第四章、資料分析與結果……………………………………………36
第一節、同質性檢定與操弄檢定……………………………………36
第二節、假說檢定……………………………………………………40
第三節、假說檢定結果………………………………………………50
第伍章、結論與建議…………………………………………………51
第一節、研究結論……………………………………………………51
第二節、行銷上的涵意………………………………………………54
第三節、研究限制……………………………………………………56
第四節、後續研究建…………………………………………………57
參考文獻………………………………………………………………58
附錄……………………………………………………………………62
附錄<一>	問卷……………………………………………………….62
附錄<二>	廣告設…………………………………………………….94

圖   次
圖2-1  資訊處理過程	10
圖3-1  概念架構圖	19
圖3-2　實驗組及對控制分組表示圖	27
圖3-3  實驗設計執行流程圖	32
圖4-1　促發效果	41
圖4-2  品牌回憶度之長條圖	42
圖4-3  品牌回憶度之長條圖	43
圖4-4  品牌回憶度之長條圖	44
圖4-5  品牌回憶度之長條圖	45
圖4-6　K．swiss的促發效果	46
圖4-7  品牌選擇機率之長條圖	48

表   次
表2-1  中央路徑與週邊路徑	12
表3-1　假說表格(一)	21
表3-2　假說表格(二)	21
表3-3  廣告設計與製作	23
表4-1  變異數同質性檢定	37
表4-2  Pearson卡方檢定	38
表4-3  廣告訊息的同意程度之變異分析表	40
表4-4  衡量五種品牌的內隱記憶	41
表4-5  衡量K．swiss的內隱記憶	47
表4-6  研究假說之檢定結果表	50

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