廣告主藉由廣告來增加消費者對產品的態度，引導消費者對產品正面的認識，以避免對廣告中產品負面的認識，消費者是否信服是最主要的關鍵所在。但當廣告手法運用過火時，消費者對於廣告產生懷疑的態度。廣告主又應如何進行補救措施呢?依據文獻及現實情況的探討，本研究提出了三種使消費者信服的廣告方式：(1)公正機關對產品功能的證實。(2)公司內部人員對產品的詳細說明。(3)專家以其專業為產品背書。結果顯示當消費者對廣告產生懷疑時，其品牌態度無法透過廣告建立，而消費者對於由公正機關證實的廣告最為信任，其品牌態度亦可透過信任廣告建立。此表示公正機構的重要性，及行銷者在促銷產品時，應極力取的消費者的信任。同時，此研究亦提出，當消費者對廣告產生負向的觀感時，是有助於提高消費者的注意力並更加強其後所產生的信任效果，但須注意的是其使用懷疑策略的力道強度。以免弄巧成拙。透過兩個實驗，本研究希望能對學術及實務方面提供一些建議。

The advertisers increase consumers’ positive brand attitude by advertisement. In order to avoid their negative attitude toward brand, the key factor is to make consumers trust. However, when the advertisement is overused, consumers have skeptical attitude toward advertisement. What can the advertisers do to regain consumers’ heart? After sorting the literature reviews and TV commercial nowadays, three common sources are proposed: 1) a justice and objectivity institution, for instance, The Consumer’s Foundation China Taipei (CFCT), a nonprofit institution that represents consumers, 2) experts to endorse product, 3) top manager of the company to explain the product carefully. The results show that the positive brand attitude of the product would not be established through ad attitude, when consumers
are skeptical toward advertisement. However, when they have trust toward sources of

the ad, their brand trust and brand affect could be established through advertisement attitude. And the ad of Consumers’ Foundation would evoke the highest level of reliability. Thus, to set up a trustable institution for consumers is extremely important. Additionally, this research conveys an idea that it is very important for marketers to stir consumers’ trust through ad. If marketers want to increase consumers’ purchase intention, they should, first, acquire consumers’ trust. Meanwhile, the study also finds the moderate skeptical attitude can draw consumers’ attention. But, if the skeptical force is overly strong, the counter effect would be generated. Consumers’ powerful negative ad attitude will transfer to brand attitude and purchase intention. Thus, they will have a negative brand attitude toward the product and refuse to buy the product. Through the results of two experiments, the research hopes to provide some insights for both academic filed and real business world.

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