廣告訊息之理解與說服效果：捷思式－系統式訊息處理觀點
摘要
For a long history, firms abundantly use different kinds of endorser in advertisements as an information cue or a signal of quality, But still very few researches have been devoted to understand how source credibility can influence the way consumers comprehend advertising messages and evaluate advertised product. It is also not clear whether the persuasion effect of celebrity endorser is always belier than non-famous endorser, and in what condition firms can use cheaper non-famous endorser but generate comparable communication effect. In order to answer those questions, this article, through the lens of the heuristic-systematic dual-processing model (HSM), is aimed to research how source credibility and visualization can impact consumer's comprehension and persuasion of advertising messages, as well as to examine whether the structure of comprehension conforms to the means-end chain (MEC) theory which postulated an ”attribute-consequence-value” sequential chain in comprehension of product message. MEC was developed by Gutman in 1982 with the intension to explain how consumers link product attributes to the consumption consequence and then to the value they desired during the process of comprehending adverting message. This theory provided a good tool to measure the communication effect on message comprehension. And Hovland, Janis, and Kelly (1953) assumed that persuasion variables (e.g., source expertise) can influence persuasion by their impact on the causally prior processes of attention and comprehension of message content. So they proposed that comprehension mediates persuasion. On the other hand, the HSM is a persuasion-based model that examines information processing as an antecedent to attitude formation in social judgment (Chaiken Liberman, and Eagly 1989). When processing information heuristically, message perceivers are said to employ comparably little effort, typically relying on easily accessible information, such as the source's identity or other non-co