本研究以調節理論為基礎，旨在探討消費者之目標導向，與廣告訊息之調節焦點利益間一致與否，影響了消費者對於廣告訊息以及廣告訊息中品牌的偏好程度，是否會受到消費者的個人因素影響，亦即消費者的產品涉入、認知需求以及產品知識的不同，是否會使消費者的目標導向與廣告訊息一致時較不一致時所產生較好的偏好受到影響。
本研究採用實驗法，有兩個實驗，皆為多因子受測者間的實驗，而兩個實驗共有八種情況之問卷，2(兩種目標導向)x2(廣告傳遞兩種利益)x2(認知需求—實驗一、產品知識—實驗二)。
結果發現消費者目標導向與廣告訊息利益一致時會較不一致時產生較好的偏好，而消費者目標導向與廣告訊息利益一致時比起不一致時較高的偏好，會受到消費者的產品涉入程度、以及個人認知需求以產品知識所調節。亦即高認知需求的消費者，其目標導向與廣告訊息利益一致時較不一致時所產生較好的偏好會顯著低於低認知需求的消費者；在產品涉入的部分，高產品涉入的消費者其目標導向與廣告訊息利益一致時較不一致時所產生較好的品牌態度會顯著低於低產品涉入的消費者；在產品知識的部分，高產品知識的消費者，其目標導向與廣告訊息利益一致時，較不一致時所產生較好的偏好會顯著低於低產品知識的消費者。

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