在行銷領域的研究中,「希望」這個議題越來越受到學者及產業界的重視， Maclnnis 與Mello兩位學者在 2005年發表的概念性的研究中表示，希望是一種正向的情感並且會影響到消費者的行為。近年來由於服務業的競爭越來越激烈，廠商為了維持生存無不使用各項的行銷手法來吸引消費者並且提高其購買意願，在Maclnnis 與Mello (2005)的研究中，此兩位學者認為當消費者對產品有較高的希望時，他們會有較高的購買意願，而廠商亦可以透過行銷手法來提高消費者對產品希望的強度。
本研究的主要研究目的在探討以不同方式呈現廣告的內容，是否可以影響到消費者對產品希望的強度以及知覺風險的高低。作者同時也試圖證明性別與產品經驗會干擾廣告內容呈現方式對消費者希望的影響。本研究中對於廣告內容呈現的方式是採取：文字敘述(主觀的文字敘述，客觀的文字敘述)；視覺內容(呈現產品圖片，不呈現產品圖片)。
本研究發現當廣告中含有產品的圖片時，消費者在閱讀後較容易對產品產生希望，同時此類廣告也較易降低消費者對產品的知覺風險；而客觀方式的文字敘述也較易降低消費者的知覺風險；但主觀方式的文字敘述並無法提消費者對產品的希望；另外本研究中探討的兩個干擾變數：性別與產品經驗,其干擾效果並不顯著。本研究結果也指出當消費者對產品有較高希望或是較低的知覺風險時，消費者會有較高的購買意願。

This issue, hope, is getting more and more important in marketing research. In the conceptual research of Maclnnis and Mello (2005), they proposed that hope is a positive emotion and will influence consumer behavior.
In recent years, because of severe competition in service industry, firms struggle to survive by using all kinds of marketing strategies. According to Maclnnis and Mello’s research, we consider that using several marketing tactics can enhance consumers’ hope intensity. Then they will have higher purchase intention.
The purpose of this research is to investigate the influence of different kind of advertising information type on consumers hope and perceived risk, and the relationship between hope, perceived risk and purchase intention. The author also wants to figure out whether gender and consumers product experience will moderate the effect of advertising information on consumers hope. In this research, the author manipulates different advertising claim types (objective or subjective) and different visual content (pictorial content or non-pictorial content).
The result of this study suggests that advertisement which contains pictorial content will stimulate consumers hope. And advertisement which contains objective claim and pictorial content will reduce their perceived risk. When consumers have higher hope or lower perceived risk, they will have higher purchase intention. But the moderate effects of gender and product experience are not significant. The result of this research can provide some managerial implication for marketers when making marketing tactics.

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