廣告對於我們日常生活已產生重要的影響，企業界最常使用廣告訊息來說服顧客購買。過去文獻指出為促進溝通及說服力，行銷工作者必須利用廣告訊息尋求顧客在認知、情感及行為上造成改變。然而不同的研究似強調不同的研究議題，而使研究之結果無法聚焦。
例如Fishbeinm與Ajzen (1982)認為消費者態度之形成是由消費者對於某產品或品牌屬性之認知及各屬性的重要性計算而來。Holbrook與Hirschman認為消費者可以經由情感、激動或遊樂而產生態度，根本不須經由認知的步驟。Petty與Cacioppo(1986)及後續之學者認為說服可經由認知或經驗之程序來完成。
由以上之討論可知過去有關此一議題之研究比較侷限在探討某幾個變數之關係，多半未能有系統的整合相關變數而發展成為一個比較完整的架構。雖然過去一直強調一些干擾變數對於廣告說服力之影響，但多半未能納入整體性的研究架構中予以考慮。本研究希望能夠針對此項研究之缺失點，提出研究之目的如下:
(1)探討情感對廣告態度之直接影響及情感經由廣告認知對
廣告態度之間接影響。
(2)探討情感對品牌態度之直接影響及情感經由品牌認知對
品牌態度之間接影響。
(3)探討涉入程度及文化要素對於情感對廣告之認知與態度
及情感對品牌之認知與態度之干擾效果。
(4)探討廣告態度對於消費者行為意圖之影響。
預期本研究之成果能夠提供給行銷實務工作者在設計廣告訊息及促進消費者購買等亦議題提供重要之參考。本研究之結果也可作為學術界針對此一議題進行進一步理論架構之推導或實證檢驗之依據。

Advertising is a pervasive influence in our daily lives. Firms always use advertising to communicate messages and to persuade consumers to buy. It is urged that, to enhance communication and persuasion, marketers should seek a cognitive, affective, or behavioral response through the exposure of advertisement (ad). However, different studies tend to emphasize the issues from different perspectives.
It seems that previous studies tend to verify the relationships of persuasion model between parts of the research variables and do not integrate all relevant variables into a more comprehensive framework. The objective of this study is to identify the interrelationships between ad-evoked feelings, cognition, and attitude and behavior intention. Though a series of questionnaire survey, this study concluded the following results:
(1) The ad-evoked feelings will have direct and
indirect influence on Aad. The study results
indicate strong and robust positive effects of
ad-evoked feelings (positive feelings) on Aad.
The results also show that the effect of
ad-evoked feelings on Aad will be mediate by
Cad.
(2) The ad-evoked feelings will influence Ab
indirectly. The results of this study confirm
past findings that ad-evoked feelings have an
influence on Ab via Aad and Cb.
(3) The effect of ad-evoked feelings on Aad is
direct while the effect of ad-evoked feelings
on Ab is primarily indirect and mediated by
Aad. The study results of this study also
confirm that the effect on Aad is direct and
stronger than the indirect relationship between
Ad-evoked feelings and Ab.
(4) The study results indicate that Aad and Ab will
have an influence on purchase intention.
(5) Although previous literature did not identify a
contingency model for persuasion theory, it is
the intention of this study to evaluate whether
certain persuasion route under certain
information cue will perform better on
acquiring higher purchase intention. As to
test the moderating effects of contingency
variables, this study found that the levels of
involvement and the information cue would
significantly influence on the relationships
between ad-evoked feelings, Aad, Cad, Ab, Cb
and PI.
(6) In higher involvement situation, advertisement
with higher information cues tends to acquire
significantly higher level of purchase
intention but the moderating effects of the
information cue on the persuasion route hasn’t
been proved.
(7) Tthe ad message that includes high contextual
information will elicit different ad-evoked
feelings, Cad, Aad, Cb, Ab and PI, compare with
those ad messages that including low contextual
information.

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