在快速變動的商業環境中，廣告的手法也推陳出新，廣告人必須保持著高度的觀察力及敏銳度，來創造出能吸引消費者的廣告。在廣告中，最常使用的就是利用代言人來增加消費者對廣告的可信度及提高消費者對於廣告的情感。而在代言人中最常使用的就是利用名人或專家來代言。另消費者人格特質上可區分成兩種不同類型的人格，促進型人格和預防型人格，因此也衍生出了兩種不同焦點的廣告訊息，促進型焦點訊息和預防型焦點訊息。
過去的文獻曾指出，促進型的人格適合促進型的廣告訊息，預防型的人格特質適合預防型的廣告訊息，然而卻很少有文獻關注在調適型訊息上。因此本研究以牙膏為產品，針對不同類型的廣告訊息搭配不同類型的廣告代言人來探討消費者對於廣告的可信度，情感、廣告態度、品牌態度與購買意願的影響，並探討各變數間之交互作用的對於依變數的影響。本研究結果指出在可信度方面，預防型焦點訊和專家代言所帶來的可信度較高，進型焦點訊息和名人代言較能激起消費者的正向情感。並且對於廣告擁有較高的可信度和情感，也能同時提高對於廣告和品牌的態度，進而影響到購買意願的提升。本研究之結果能幫助廣告行銷人瞭解消費者對於廣告訊息和代言人的反應與態度，並協助經理人發展最適當的廣告策略。

In the dynamic environment, marketers had many types of ways to communicate with consumers. Advertising was one of the most effective and efficiency tools. Designing the advertisements that could catch consumers’ eyes was one of the challenged jobs for all advertisers and marketers. Using celebrity or expert to be an endorser was a popular advertising tool. Consumers’ personality could dividend into two types, promotion focus and prevention focus. Therefore, it extended two advertising message, promotion oriented message and prevention oriented message.
According to previous research, promotion focus personality suited promotion oriented message and prevention focus personality suited prevention oriented message. However, there was no research focus on message regulatory focus. Thus, this study used toothpaste to be a product and investigated how message regulatory, types of endorser and their interaction effect influenced on credibility, feelings, attitude toward advertisements, brand attitude and purchase intention. The study indicated celebrity endorser with promotion message had the most positive feelings and expert endorser with prevention message had the highest credibility. When consumers had high credibility and feelings, they would have positive attitude toward advertisement and brand. The positive attitude toward advertisement and brand would also enhance purchased intention. The study result would be very meaningful and important for marketers to design appropriate advertising to customers. Besides that, the result of this study could also be provided as a reference point for further academic or theoretical validation.

吳萬益，企業研究方法，三版，華泰書局(民97)。
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