公益廣告是非營利組織與潛在捐款者重要的溝通管道，除了贏得捐款者的信任、成功募款之外，公益廣告的運用也存在著負面效果，例如對廣告及組織的懷疑、不信任甚至拒絕捐款，實務上，公益廣時常並用「情緒訴求」和「目標框架」，對於此二者並用之效益卻尚無完整的研究，因此本研究為填補學術與實務上之差異，利用此不同種類的情緒訴求和目標框架加以組合，探討其在消費者的心理因素差異—調節焦點之下，如何影響消費者對公益廣告懷疑態度及捐款意圖。
　　本研究包含一項實驗，以廣告情緒訴求(悲傷/快樂)與目標框架(損失/獲得)的組合發展出四種廣告版本，以檢視不同調節焦點的消費者(預防焦點/促進焦點)對各版本廣告之懷疑態度及引發之捐款意願。本研究結果發現，之於預防焦點者，快樂情緒訴求與獲得框架的組合可避免激起懷疑態度，此結果雖與原發展假說相悖，卻顯現了「情緒訴求」與「目標框架」對於「預防焦點者」而言，「單一使用」或「搭配使用」或存在截然不同的效果；而之於促進消費者，無論是悲傷或快樂的情緒訴求，搭配「獲得框架」，會相較於搭配「損失框架」有顯著較低的懷疑態度，本研究亦探了「廣告懷疑態度」在「調節焦點」、「情緒訴求」和「目標框架」的三者交互作用之下，是否對捐款意圖存在中介效果，研究結果揭示三者之交互作用並未透過「廣告懷疑態度」顯著影響消費者的捐款意願，三者交互作用雖未透過懷疑態度中介影響捐款意圖，但仍對捐款意圖仍存在顯著影響：當廣告為「悲傷訴求」搭配「獲得框架」時，「促進焦點消費者」將會有顯著較高的捐款意圖，顯示了其中可能存在其他的中介變數，可做為未來進一步研究之探討方向。

Based on previous studies, apart from motivates donation, the application of charity advertisement also can arouse consumer’s negative attitudes like the skepticism, untrust and even reject donation. As common strategies for ads design, “emotional appeals” and “goal framing” often be applied in one ad. However, it still unclear that whether the interaction between these two strategies motivate donation or passive attitude toward donation. To fulfill the gap between practical and academic, this study involves consumer’s physical condition “regulatory focus” as the moderator to explore how the three-way interaction among advertisement’s “emotional appeal”, “goal framing” and consumers “regulatory focus” impacts skepticism and donation intention toward charity advertisements.

This study includes one experiment. Through the four versions of charity advertisement, we examine two points: (1) The impact of the combination of 2 emotional appeal (sadness/happiness) and 2 goal framing (loss-/gain-framed) for consumers with different regulatory focuses (prevention/promotion focus). (2) The mediation effect of consumer’s skepticism toward their donation under the three-way interaction. The result indicates that for prevention-oriented consumers, the combination of happiness appeal and gain-framed can lower skepticism; while for promotion-oriented consumers, gain-framed reduce skepticism with both emotional appeals. Besides, the result unveils that under the three-way interaction, consumers’ skeptical attitude doesn’t have significant mediation effect to donation intention. However, when applying sadness appeal and gain-framed together, promotion-oriented consumers show higher donation intention, which indicates that other potential mediators between the interaction of three variables and donation intention might exist.

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