傳統社會在近年快速的改變， 而雙親所扮演的新角色是此轉變的重點之一。 母親長期以來被視為家庭的飲食主要決策， 因此經常作為不同的食物包括水果，麵包還有牛奶的廣告代言人 。 本研究探究過往對於「母親最知道」 的刻板印象是否依然為真 ，或者在新型態的社會中，消費者已能夠接受「父親最知道」的家庭食物廣告代言人。 有鑑於本地有機小農苦於不知如何說服消費者信任其有機耕作為真並獲得收益，本研究選擇在地有機草莓作為廣告主題，並拍攝製作了3個廣告，進行實驗室實驗。 第一個與第二個廣告分別以母親和父親的角色作為代言人，第三個廣告是控制組不採用代言人。105個有效樣本被隨機指派觀看三個之中的任一個廣告，之後填答問卷。研究結果顯示有代言人比沒有代言人的廣告態度顯著增加，但母親與父親代言人的廣告態度沒有顯著差別。此外，社會規範知覺高者對於父親代言人之知覺信任，正直與論點品質感受顯著高於母親代言人。而知覺信任，正直與論點品質也會顯著提高廣告滿意度。針對這些發現，本研究提出管理意涵的討論。

The traditional society has changed rapidly in recent decades and the modern parental roles have become a focus of this transformation. Mothers have long been regarded as the family’s food decision-makers and thus have become popular spokespersons in advertisements for different foods, including fruit, bread, and milk. The current study aimed to test whether the old view that “mother knows best” still holds true, or, in this modern society, whether customers also accept that “father knows best” in family food choices. This study chose local organic strawberries as the research subject, given that the major problem for farmers of organic agriculture is how to convince customers about their organic authenticity, as such trust may bring them a price premium. Two laboratory experiments were conducted and three advertisements were shot and edited for the purpose of this study. The first and second advertisements used a father and a mother as the spokespersons, respectively, while the third advertisement served as the control and used no spokesperson. One hundred and five valid responses were collected, and each respondent was randomly assigned to watch one of the three versions of the advertisement and then fill out the questionnaire.
Findings showed that advertisements with spokespersons significantly improved viewers’ attitude towards the product compared to the control version, but there was no significant difference in attitude between respondents who had watched the version of the advertisement in which the spokesperson was a father compared to those who had watched the version involving a mother.. Moreover, the perceived social norm was found to significantly enhance the impact of fatherhood on cognitive-based trust, argument quality and integrity, while that of motherhood was not significant. Furthermore, cognition-based trust, argument quality and integrity positively led to satisfaction. Managerial implications were discussed.

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