The Effect of Weird Presentation on Consumer Product Attitude

Authors

  • HUI-HSI HUNG , YU-TING LUO

Abstract

This study explored the effects that the weirdness level (low or high) of advertisements or scenes
and message framing (positive and negative messages) have on consumer product attitude. Through an
online questionnaire system, this study collected 284 valid responses. SPSS was used as the statistical
analysis tool, and analysis of variance was employed to analyze the results. The research results revealed
that the weirdness level of advertisements of scenes was a critical influence. We found that the weirdness of
scenes is significantly correlated with product attitude. When the scene weirdness level was low, consumers
tended to have greater product attitude than when the scene weirdness level was high. We also identified that
when the scene weirdness level was low, positive messages led to greater consumer product attitude
compared with negative messages. When the scene weirdness level was high, no significant difference was
observed in the effects of positive and negative messages on product attitude.

Published

2020-03-31

Issue

Section

Articles