FUNCTIONAL THEORY OF ATTITUDE, SELF-MONITORING AND BRAND PROMINENCE: AN ANALYSIS OVER ADVERTISING ASSESSMENT

ABSTRACT Purpose: We suggest interaction between the Functional Theory of Attitude (social setting or values of expression), the Self-Monitoring Theory and brand prominence (low or high) in order to explain the advertising assessment by consumers. Originality/gap/relevance/implications: Although foreign literature review provides a few studies relating Functional Attitude or Self-monitoring to brand prominence, none were found relating behavioral effects of the three aforementioned elements to the customer behavior. Key methodological aspects: We proposed three interactive hypotheses in two factorial experiments type 2 × 2 × 2 among groups designed with luxury product ads. Summary of key results: The findings showed an interactive effect between Functional Theory of Attitude and brand prominence. This result means that the brand influences consumer evaluations of loyalty and purchase intention for advertising with an attitude based on the value expression. The results indicated an interaction between self-monitoring and brand prominence. There are higher levels of loyalty and attitude for consumers when advertising did not present brand prominence and did present high levels of self-monitoring. We also found an interaction effect between functional attitude and self-monitoring, explaining perceived value. Key considerations/conclusions: The marketing practitioners can use the results via communications, advertising products of high brand prominence focused on the value expression and individuals with lower self-control, aiming greater influence on buying intention.摘要： 研究目的：本研究拟结合态度功能理论（Functional Theory of Attitude，即表达社会场景或价值观）、自我监控理论（Self-Monitoring Theory）与品牌凸显度（brand prominence，高/低）三者间的交互作用，以解释消费者对广告的评价。 原创性/研究缺口/研究意义：尽管现有外文文献中已有少量研究探讨态度功能理论或自我监控与品牌凸显度之间的关联，但尚未发现将上述三大要素的行为效应与消费者行为相联系的相关研究。 核心研究方法：本研究针对奢侈品广告采用2×2×2被试间因子实验设计，提出三项交互假设。 核心结果摘要：研究结果显示，态度功能理论与品牌凸显度之间存在交互效应。这表明，在基于价值观表达的广告中，品牌凸显度会影响消费者对广告的忠诚度评价与购买意向。结果还表明，自我监控与品牌凸显度之间存在交互效应：当广告未凸显品牌且消费者自我监控水平较高时，其忠诚度与态度评价得分更高。 此外，本研究还发现态度功能与自我监控之间存在交互效应，该效应可解释感知价值。 核心考量与结论：营销从业者可通过传播实践应用本研究结论：针对高品牌凸显度产品，采用价值观表达类广告并触达低自我管控的消费者，以最大化提升其购买意向。