ผลของการใช้โฆษกที่เป็นสัตว์ในการโฆษณาและความเชื่อมโยงของสินค้าต่อพฤติกรรมผู้บริโภค
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บทคัดย่อ
บทความนี้มีวัตถุประสงค์เพื่อศึกษาผลของการใช้โฆษกที่เป็นสัตว์ต่อพฤติกรรมผู้บริโภค อันได้แก่ ความน่าเชื่อถือของงานโฆษณา ทัศนคติต่องานโฆษณา ทัศนคติต่อตราสินค้าและความตั้งใจซื้อ เป็นการวิจัยเชิงทดลองแบบ 2x2x2 แฟคทอเรียล โดยทำการเก็บข้อมูลกับผู้เข้าร่วมการทดลองระดับปริญญาตรี จำนวน 267 คน ผลการศึกษา พบว่า ในส่วนของผลกระทบหลัก มีเพียงแค่ปัจจัยในเรื่องของความเชื่อมโยงระหว่างสินค้าและโฆษกที่เป็นสัตว์มีผลกระทบทางตรงต่อทัศนคติต่อตราสินค้าอย่างมีนัยสำคัญทางสถิติ กล่าวคือ สินค้าที่มีความเชื่อมโยงกับโฆษกส่งผลต่อทัศนคติต่อตราสินค้ามากกว่าสินค้าที่ไม่มีความเชื่อมโยงกับโฆษก อีกทั้งปัจจัยในเรื่องของประเภทกับพฤติกรรมของโฆษกที่เป็นสัตว์ และความเชื่อมโยงระหว่างสินค้าและโฆษกที่เป็นสัตว์ที่แตกต่างกันมีผลกระทบร่วมกันต่อความน่าเชื่อถือของงานโฆษณาอย่างมีนัยสำคัญทางสถิติ
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รติพร คุ้มทรัพย์. (2545). การวิเคราะห์รูปแบบของ Spokes-character และทัศนคติของผู้บริโภคที่มีต่อ Spokes-character ในภาพยนตร์โฆษณา. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภาษาอังกฤษ
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Miffin.
Baker, M. J., & Churchill, G. A., Jr. (1977). The impact of physically attractive models on advertising evaluation. Journal of Marketing Research. 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (9th ed.). Boston: McGraw-Hill.
Bush, A. J., Hair, J. F., & Bush, R. P. (1983). A content analysis of animation in television marketing. Journal of Advertising, 12(4), 20-26.
Callcott, M. F., & Lee, W. (1995). Establishing the spokes-character in academic inquiry: Historical overview and framework for definition. Advance in Consumer Research, 22, 144-151.
Callcott, M. F., & Phillip, B. J. (1995). Observations: Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-79.
Deshields, O. W, Jr., Kara, A., & Kaynak, E. (1996). Source effects in purchase decision: The impact of physical attractiveness and accent of salesperson. International Journal of Research in Marketing, 13(1), 12-24.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing, 28(3), 307-319.
Dolich, I. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6, 80-84.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
East, R. (1997). Consumer behavior: Advances and applications in marketing. London: Prentice Hall.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.) Fort Worth, TX: Dryden Press.
Fireworker, R. B., & Friedman, H. H. (1977). The effects of endorsement on product evaluation. Decision Sciences, 8, 576-583.
Garretson, J. A., & Burton, S. (2005). Th role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69, 118-132.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-character: Creating character trust an positive brand attitude. Journal of Advertising, 33(2), 25-36.
Health, A., & Scott, D. (1998). The self-concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market. Journal of Marketing, 32, 1110-1123.
Hong, J. W., & Zinkhan, G. M. (1995). Self-concept and advertising attractiveness: The influence of congruency, conspicuousness, and response mode. Journal of Psychology and Marketing, 12(1), 53-77.
Hovland, C. I., Irving, K. J., & Kelly, H. H. (1953). Communication and persuasion, New Haven, CT: Yale University Press.
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence and constructive sponsor identification. Journal of Marketing Research, 36, 299-312.
Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
Kelman, H. C. (1953). Attitude Change as a function of response restriction. Human Relations, 6, 185-214.
Kennedy, P. F., & McGravey, M. G. (2008). Animal-comparison depiction in women’s magazine advertising, Journal of Business Research, 61, 424-430.
Koering, S. L., & Page, A. L. (2002). What if your dentist look like Tom Cruise? Applying the match-up hypothesis to a service encounter. Psychology & Marketing, 19(1), 91-110.
Krugman, H.E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
Kyung, H., Kwon, O., & Sung, Y. (2010). The effects of spokes-characters’ personalities of food products on source credibility. Journal of Food Products Marketing. 17(1), 65-78.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad, Journal of Business Research, 44, 109-116.
Lancendorfer, K. M., Atkin, J. L., & Reece, B. B. (2008). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61, 384-391.
Lange, F., & Dahlen, M. (2003). Let’s be strange: Brand familiarity and ad-brand incongruency. Journal of Product & Brand Management, 12(7), 449-461.
Lerner, J. E., & Kalof, L. (1999). The animal Text: Message and meaning in television advertisements. Sociological Quarterly, 40(4), 565-586.
Levy, M., & Weitz, B. (1996). Essential of retailing. Boston, MA: McGraw-Hill.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassajain & T.S. Robertson (Eds.), perspectives in consumer behavior (4th ed., pp. 317-399). Englewood Cliffs, NJ: Prentice Hall.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184.
Mizerski, R. (1995). The relationship between cartoon trade character recognition and attitude toward product category in young children. Journal of Marketing, 59(4), 58-70.
Ogilvy, D. (1988). Confession of an advertising man. New York: Atheneum.
Petty, R. E. Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual Review of Psychology, 48, 609-647.
Phillips, B. J. (1996). Advertising and the cultural meaning of animals. Advances in Consumer Research, 23, 354-360.
Phillip, B. J. (1996). Defining trade character and their role in American popular culture. Journal of Popular Culture, 29(4), 143-158.
Preister, J. R., Godek, J., Nayakankupp, DJ., & Park, K. (2004). Brand congruity and comparative advertising: When and why comparative advertising lead to greater elaboration. Journal of Consumer Psychology, 14(1&2), 115-123.
Ross, J. A. (1973). Influence of expert and peer upon negro mother of low socio-economic status. Journal of Social Psychology, 89, 79-84.
Ruth, J. A., & Simonin, B. J. (2003). Brought to you by brand A and brand B: Investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19-30.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Upper Saddle River, NJ: Pearson Education International.
Sherif, M., & Sherif, C. W. (1967). Attitudes as the individual’s own categories: The social judgement approach to attitude and attitude change. In C. W. Sherif & M. Sherif (Eds.), Attitude, ego-involvement and change (pp. 105-139). New York: Wiley.
Shimp, T. A. (2003). Advertising, promotion, & supplement aspects of integrated marketing communications (6th ed.). Mason: OH: South-Western.
Sirgy, M. (1985). Using self-congruence and ideal congruence to predict purchase motivation. Journal of Business Research, 13, 195-206.
Solomon, M. R. (2011). Consumer behavior: Buying, having and being (9th ed.). Upper Saddle River, NJ: Pearson.
Spears, N. E., Mowen, J. C., & Chakraborty, G. (1996). Symbolic role of animals in print advertising: Content analysis and conceptual development. Journal of Business Research, 37, 87-95.
Tellis, G. J. (1998). Advertising and sales promotion strategy. Reading: Addison-Wesley.
Woodside, A. G., & Davenport, W, Jr. (1974). The effect pf salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11, 198-202.
Zaichkowshy, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
รติพร คุ้มทรัพย์. (2545). การวิเคราะห์รูปแบบของ Spokes-character และทัศนคติของผู้บริโภคที่มีต่อ Spokes-character ในภาพยนตร์โฆษณา. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ภาษาอังกฤษ
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Miffin.
Baker, M. J., & Churchill, G. A., Jr. (1977). The impact of physically attractive models on advertising evaluation. Journal of Marketing Research. 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (9th ed.). Boston: McGraw-Hill.
Bush, A. J., Hair, J. F., & Bush, R. P. (1983). A content analysis of animation in television marketing. Journal of Advertising, 12(4), 20-26.
Callcott, M. F., & Lee, W. (1995). Establishing the spokes-character in academic inquiry: Historical overview and framework for definition. Advance in Consumer Research, 22, 144-151.
Callcott, M. F., & Phillip, B. J. (1995). Observations: Elves make good cookies: Creating likable spokes-character advertising. Journal of Advertising Research, 36(5), 73-79.
Deshields, O. W, Jr., Kara, A., & Kaynak, E. (1996). Source effects in purchase decision: The impact of physical attractiveness and accent of salesperson. International Journal of Research in Marketing, 13(1), 12-24.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing, 28(3), 307-319.
Dolich, I. (1969). Congruence relationships between self images and product brands. Journal of Marketing Research, 6, 80-84.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
East, R. (1997). Consumer behavior: Advances and applications in marketing. London: Prentice Hall.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.) Fort Worth, TX: Dryden Press.
Fireworker, R. B., & Friedman, H. H. (1977). The effects of endorsement on product evaluation. Decision Sciences, 8, 576-583.
Garretson, J. A., & Burton, S. (2005). Th role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69, 118-132.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-character: Creating character trust an positive brand attitude. Journal of Advertising, 33(2), 25-36.
Health, A., & Scott, D. (1998). The self-concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market. Journal of Marketing, 32, 1110-1123.
Hong, J. W., & Zinkhan, G. M. (1995). Self-concept and advertising attractiveness: The influence of congruency, conspicuousness, and response mode. Journal of Psychology and Marketing, 12(1), 53-77.
Hovland, C. I., Irving, K. J., & Kelly, H. H. (1953). Communication and persuasion, New Haven, CT: Yale University Press.
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence and constructive sponsor identification. Journal of Marketing Research, 36, 299-312.
Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
Kelman, H. C. (1953). Attitude Change as a function of response restriction. Human Relations, 6, 185-214.
Kennedy, P. F., & McGravey, M. G. (2008). Animal-comparison depiction in women’s magazine advertising, Journal of Business Research, 61, 424-430.
Koering, S. L., & Page, A. L. (2002). What if your dentist look like Tom Cruise? Applying the match-up hypothesis to a service encounter. Psychology & Marketing, 19(1), 91-110.
Krugman, H.E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
Kyung, H., Kwon, O., & Sung, Y. (2010). The effects of spokes-characters’ personalities of food products on source credibility. Journal of Food Products Marketing. 17(1), 65-78.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad, Journal of Business Research, 44, 109-116.
Lancendorfer, K. M., Atkin, J. L., & Reece, B. B. (2008). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61, 384-391.
Lange, F., & Dahlen, M. (2003). Let’s be strange: Brand familiarity and ad-brand incongruency. Journal of Product & Brand Management, 12(7), 449-461.
Lerner, J. E., & Kalof, L. (1999). The animal Text: Message and meaning in television advertisements. Sociological Quarterly, 40(4), 565-586.
Levy, M., & Weitz, B. (1996). Essential of retailing. Boston, MA: McGraw-Hill.
Lutz, R. J. (1991). The role of attitude theory in marketing. In H. H. Kassajain & T.S. Robertson (Eds.), perspectives in consumer behavior (4th ed., pp. 317-399). Englewood Cliffs, NJ: Prentice Hall.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
McDaniel, S. R. (1999). An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184.
Mizerski, R. (1995). The relationship between cartoon trade character recognition and attitude toward product category in young children. Journal of Marketing, 59(4), 58-70.
Ogilvy, D. (1988). Confession of an advertising man. New York: Atheneum.
Petty, R. E. Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual Review of Psychology, 48, 609-647.
Phillips, B. J. (1996). Advertising and the cultural meaning of animals. Advances in Consumer Research, 23, 354-360.
Phillip, B. J. (1996). Defining trade character and their role in American popular culture. Journal of Popular Culture, 29(4), 143-158.
Preister, J. R., Godek, J., Nayakankupp, DJ., & Park, K. (2004). Brand congruity and comparative advertising: When and why comparative advertising lead to greater elaboration. Journal of Consumer Psychology, 14(1&2), 115-123.
Ross, J. A. (1973). Influence of expert and peer upon negro mother of low socio-economic status. Journal of Social Psychology, 89, 79-84.
Ruth, J. A., & Simonin, B. J. (2003). Brought to you by brand A and brand B: Investigating multiple sponsors’ influence on consumers’ attitudes toward sponsored events. Journal of Advertising, 32(3), 19-30.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). Upper Saddle River, NJ: Pearson Education International.
Sherif, M., & Sherif, C. W. (1967). Attitudes as the individual’s own categories: The social judgement approach to attitude and attitude change. In C. W. Sherif & M. Sherif (Eds.), Attitude, ego-involvement and change (pp. 105-139). New York: Wiley.
Shimp, T. A. (2003). Advertising, promotion, & supplement aspects of integrated marketing communications (6th ed.). Mason: OH: South-Western.
Sirgy, M. (1985). Using self-congruence and ideal congruence to predict purchase motivation. Journal of Business Research, 13, 195-206.
Solomon, M. R. (2011). Consumer behavior: Buying, having and being (9th ed.). Upper Saddle River, NJ: Pearson.
Spears, N. E., Mowen, J. C., & Chakraborty, G. (1996). Symbolic role of animals in print advertising: Content analysis and conceptual development. Journal of Business Research, 37, 87-95.
Tellis, G. J. (1998). Advertising and sales promotion strategy. Reading: Addison-Wesley.
Woodside, A. G., & Davenport, W, Jr. (1974). The effect pf salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11, 198-202.
Zaichkowshy, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.
