過去幾年，廣告廠商開始嘗試以非典型性別角色來描繪現今社會樣貌。在廣告中，男生可以被形容為溫柔親切，女生也可以是強勢冷酷的形象，不同類型的性別角色描繪或許能帶給消費者更多新奇的感受。因此，本研究想探討非典型性別角色廣告內容是否會因不同於以往的性別角色描述產生不同的認知過程影響及廣告效果？雖然不一致的訊息可能會導致消費者在認知上的矛盾與不適，但若廠商在策略上操作得當，例如搭配幽默元素，或許能幫助廠商與消費者之間有更好的交流及溝通效果。故在此基礎下，本研究將消費者的認知需求程度以及廣告廠商最常使用的幽默訴求納入探討。
本研究在實驗一中，藉由3（性別角色廣告非典型性程度：高vs.中vs.低）單因子設計；實驗二則以3（性別角色廣告非典型性程度：高vs.中vs.低）*2（廣告中幽默訴求：有vs.無）*3（消費者認知需求程度：高vs低）三因子組間設計，透過三種及六種不同廣告情境去了解消費者在面對不同類型的非典型性別角色廣告是否會達成適配進而透過認知失調影響廣告效果。研究結果發現，低度非典型性別角色廣告會有最高程度的認知失調，且當消費者產生的認知失調越高，對於廣告的評價就越差。再者，認知需求與幽默雖不會直接干擾消費者因非典型性別角色廣告所引發的認知失調，但當廣告中加入幽默元素時，中度非典型性別角色廣告會產生最低程度的認知失調；當受測者處於高度認知需求時，中度非典型性別角色廣告相較於低度會有較低程度的認知失調。最後，認知失調確實為非典型性別角色廣告影響廣告效果反應的重要中介變數。

In the past few years, the advertiser has begun to try to portray the appearance of current society with atypical gender role. In the advertisements, male can be described as gentle and kind, and female can also be strong and cool. The different ways to portray gender role may bring the customers different feelings.Therefore, this study would like to explore whether the customers will be influenced by atypical gender role advertisements which have different gender role description than the stereotype one.
Although inconsistent information may lead the cognition contradictions and discomfort to customers, however, if the advertiser could work properly in strategy, such as include the humor elements in the advertisement, it might help to build a better communication and communication effects between companies and customers. Therefore, based on this basis, this study will include the cognitive needs of customers and also the humor resource which advertise used the most.
Study1 conducts by below formula : 3 （degree of atypicality of gender role advertising: high vs. medium vs. low）single factor design；Study2 conducts by below formula : 3 （Gender role advertising atypical degree: high vs. medium vs. low） *2 （humor appeal in advertising: yes vs. no） *2 （cognitive need: high vs. low） three-subjects factorial design.The result shows that, low-grade atypical gender role advertisements have the highest cognitive dissonance, while the customers have higher cognitive dissonance, the worse evaluation of advertisements.
Furthermore, although need for cognition （NFC） and humor will not directly moderate with consumers' cognitive dissonance which influenced by atypical gender role advertisements, but it works when humor is added to the advertisements, the study found that,netural atypical gender role advertisements will increase the lowest cognitive dissonance; When subjects with higher NFC, netural atypical gender role advertisements have a lower cognitive dissonance than lower atypical gender role advertisements. Finally, this study demonstrates that cognitive dissonance mediate the advertising effectiveness generated by atypical gender role advertisements.

目錄
論文審定書 i
誌謝 ii
摘要 iii
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第貳章 文獻回顧 8
第一節 基模理論 8
第二節 性別角色的刻板印象 10
第三節 認知需求 17
第四節 幽默廣告 19
第五節 認知失調 22
第六節 廣告效果 26
第參章 研究架構與研究假說 29
第一節 研究架構 29
第二節 假說推論 29
第肆章 研究方法 40
第一節 實驗一 40
第二節 實驗二 48
第五章、研究結果 62
第一節、實驗一之分析結果 62
第二節、實驗二之分析結果 81
第六章 結論與建議 102
第一節 主要研究發現與討論 102
第二節 理論意涵 105
第三節 實務貢獻 107
第四節 研究限制與未來方向 109
參考文獻 111
附錄一、前測問卷 133
附錄二、正式實驗問卷 136

圖目錄
圖1-1 Philadelphia Cream Cheese廣告 1
圖1-2 Volkswagen福斯汽車廣告 1
圖1-3 HIS CAFÉ廣告 2
圖1-4 SUISTUDIO廣告 3
圖1-5 Dove Men+Care廣告 3
圖3-1 本研究架構圖 29
圖4-1 實驗一 研究架構圖 40
圖4-2 實驗二研究架構圖 52
圖 5-1 非典型性別角色廣告與認知需求交互作用對認知失調之影響 75
圖 5-2 非典型性別角色廣告與認知需求交互作用對認知失調之影響 93
圖 5-3 非典型性別角色廣告與幽默訴求交互作用對認知失調之影響 96

表目錄
表4-1 實驗一之實驗設計 41
表4-2 實驗一之操弄非典型性別角色廣告 43
表4-3 前測一之廣告情境操弄 48
表4-4 廣告中男性情境內容之統計量表 50
表4-5 廣告中女性情境內容之統計量表 51
表4-6 實驗二之實驗設計 53
表4-7實驗二之操弄非典型性別角色廣告 55
表5-1 實驗一受測者基本資料之描述性統計 63
表5-2實驗一變數之平均值、標準差及量表信度分析結果 64
表5-4性別對於代言人喜愛度之單因子變異數分析表 65
表5-5非典型性別角色廣告典型性程度之操弄性檢定 66
表5-6非典型性別角色廣告典型性程度之事後檢定 67
表5-7實驗一非典型性別角色廣告對認知失調之平均數比較表 68
表5-8實驗一之共變數分析表（認知失調） 68
表5-9實驗一非典型性別角色廣告對認知失調之事後檢定 69
表5-10模型摘要 70
表5-11廣告態度之迴歸分析表 70
表5-12模型摘要 71
表5-13品牌態度之迴歸分析表 71
表5-14模型摘要 72
表5-15購買意願之迴歸分析表 72
表5-16認知需求之差異檢定表 73
表5-17實驗一之共變數分析表（認知失調） 74
表5-18實驗一之單純主要效果（非典型性別角色廣告與認知需求） 75
表5-19非典型性別角色廣告之中介效果驗證 77
表5-20非典型性別角色廣告之中介效果驗證（廣告態度） 77
表5-21實驗一之研究假說結果彙整 78
表5-22 實驗二受測者基本資料之描述性統計 82
表5-23實驗二變數之平均值、標準差及量表信度分析結果 83
表5-24非典型性別角色廣告典型性程度之操弄性檢定 84
表5-25非典型性別角色廣告典型性程度之事後檢定 85
表5-26非典型性別角色廣告幽默訴求有無之操弄性檢定 85
表5-27實驗二非典型性別角色廣告對認知失調之平均數比較表 87
表5-28實驗二之共變數分析表（認知失調） 87
表5-29實驗二非典型性別角色廣告對認知失調之事後檢定 87
表5-30模型摘要 88
表5-31廣告態度之迴歸分析表 88
表5-32模型摘要 89
表5-33品牌之迴歸分析表 89
表5-34模型摘要 89
表5-35購買意願之迴歸分析表 90
表5-36認知需求之差異檢定表 90
表5-37實驗二之共變數分析表（認知失調） 92
表5-38實驗二之單純主要效果（非典型性別角色廣告與認知需求） 93
表5-39實驗二之共變數分析表（認知失調） 95
表5-40實驗二之單純主要效果（非典型性別角色廣告與幽默訴求） 96
表5-41非典型性別角色廣告之中介效果驗證 98
表5-42非典型性別角色廣告之中介效果驗證 98
表5-43實驗二之研究假說結果彙整 99

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