涉入程度、时间压力与广告信息对银行潜在客户的说服力

本研究以顾客区隔与时间压力的观点来检视商业银行广告信息框架效果的说服力.本研究结果指出,当面对具有高涉入程度的银行潜在顾客,且广告中的优惠信息是具有时间性的情况下,正面框架的信息会比负面框架的信息更有说服力,然而,如果广告中的优惠信息并不具有时间性,对于这些高涉入程度的银行潜在顾客,负面框架的信息会比正面框架的信息更有说服力.相对地,不论是使用正面框架或是负面框架信息,也不论广告中的优惠信息是否具有时间性,都不会对那些涉入程度低的银行潜在客户产生说服力.

Impacts of Involvement Degree, Time Pressure and Advertisement Messages on the Persuasiveness to Bank Prospective Customers

This paper attempts to apply customer segmentation and time pressure to examine the persuasiveness of commercial banks' commercial message framing. Results indicate that positively framed messages are more persuasive than negatively framed messages for bank's intensively involved prospective customers, when the promotional offers in advertisements are time-limited (under high time pressure). However, if those offers are not time-pressured, negatively framed messages are more persuasive than positively framed messages for the intensively involved prospective customers. On the contrary, when facing low involved prospective customers, both framed messages, positive or negative, and the promotion information, whether time-limited or not, are not persuasive.