多重視角下誤解式論點對產品態度影響之探討

Abstract

在當前競爭激烈的市場環境中，企業常透過廣告、包裝設計與代言人等手法，強調產品中特定成分或功效，以吸引消費者注意。儘管這類行銷策略多未違反法規，卻經常伴隨著選擇性的揭露、語意模糊與暗示性強調等特性，容易導致消費者產生的錯誤認知與過度期待，進而影響其產品態度與購買行為。尤其當消費者擁有較高的主觀認知但欠缺實際知識，或在後續發現資訊落差時，更可能出現態度的劇烈轉變。本研究以推敲可能性模型（ELM）為理論基礎，從多重視角探討誤解式產品論點對消費者產品態度的影響。研究聚焦以下四個面向：（1）探討消費者的客觀知識水準在產品成分資訊揭露情境下，是否會影響其對誤解式論點廣告的反應；（2）分析高動機但低客觀知識的消費者，對不同廣告訴求方向（既有問題的處理 vs. 未來問題的預防）之偏好差異；（3）探討廣告視覺呈現方式（僅使用前／僅使用後／使用前與後同時呈現）是否會對產品態度產生影響；（4）延伸檢視在不同廣告呈現方式的調節下，廣告訴求內容如何影響高動機、低知識消費者對產品的態度評價。本研究期望釐清消費者在面對資訊不對等情境時的心理反應機制，進一步補充誤導式廣告相關文獻，並對企業在溝通產品資訊與設計廣告策略方面提供理論依據與實務建議。In today's highly competitive market environment, companies often utilize advertising, packaging design, and celebrity endorsements to highlight specific ingredients or benefits of their products in order to attract consumer attention. Although such marketing strategies typically comply with legal standards, they often involve selective disclosure, ambiguous wording, or suggestive emphasis, which may lead to consumer misconceptions and inflated expectations—ultimately influencing product attitudes and purchase decisions. This effect is particularly pronounced when consumers possess high subjective knowledge but lack objective knowledge, or when they later realize inconsistencies in the information presented, potentially resulting in dramatic attitude shifts.Grounded in the Elaboration Likelihood Model (ELM), this study explores the influence of misconceived product arguments on consumer attitudes from multiple perspectives. The research focuses on four key areas: (1) whether consumers’ levels of objective knowledge influence their reactions to misconceived advertising when product ingredient information is disclosed; (2) how highly motivated consumers with low objective knowledge respond differently to advertising appeals that emphasize either addressing current problems or preventing future ones; (3) whether different advertising visual presentations (only before use, only after use, or both before and after use) affect consumers’ product attitudes; and (4) how the interaction between visual presentation styles and advertising appeals influences product attitudes among highly motivated but low-knowledge consumers.This study aims to clarify the psychological mechanisms that underlie consumer responses in information-asymmetric contexts. The findings not only contribute to the existing literature on misleading advertising but also provide both theoretical insights and practical recommendations for firms to design more effective communication and advertising strategies.