臺灣大學: 商學研究所簡怡雯; 蕭中強謝章琪Tse, KatherineKatherineTse2013-03-252018-06-292013-03-252018-06-292012http://ntur.lib.ntu.edu.tw//handle/246246/251958在過去許多年中，學者紛紛研究環境因素對於消費者判斷之影響，而Chien在2010年提出「解釋範圍重疊模型」 (Dimensional Range Overlap Model) 的理論 ，判斷同化效果或對比效果是否因重疊的存在而決定， 因此促發物與目標主體之間若有重疊則有同化效果，而沒有重疊則引起對比效果。 雖然DROM只研究一種促發物，但是本研究引用DROM 的模式來檢驗多種促發物的存在對判斷的影響與效果。研究的假設跟DROM一樣，重疊引起同化效果、非重疊引起對比效果。 本研究同時也以Hsiao的互動假設 (Reciprocity Hypothesis) (2002) 理論為主，考量兩種促發物的彼此影響，證明兩個既極端又無重疊的促發物會產生對比效果。此外，此論文也研究消費者確定性的高低對移動程度的影響：確定性越高時，移動程度越小，反之亦然。第三點的假設則是，促發物的順序對判斷的影響力微不足道。 主實驗共有三段， 第一段的目的是為每一個受測者指出最適當的兩個促發物與目標主體，第二段則研究兩個促發物是否會引起對比效果，第三段則先呈現促發物，而後呈現目標主體，以此順序測驗判斷的移動程度。同樣的受測者從頭到尾都參與主實驗的三段過程。 本研究結果雖然沒有符合所有的假設，但卻仍有一些概念值得進一步的探討，同時在今日資訊發達的環境下，本推論仍有促發效果的功能 。Past literature has continuously attempted to corroborate the role and influence of contextual factors upon consumer judgment, and in response, the Dimensional Range Overlap Model (Chien et al. 2010) proposed that overlap between priming items and the target would generate assimilate in the target judgment, but non-overlap between priming items and the target would generate contrast in the target judgment. In extending DROM, this study focuses on the effect on judgment when two primes are presented, maintaining that assimilation will still occur with overlap and contrast with non-overlap. Additionally, the research, in considering the mutual effect of two primes upon each other per the Reciprocity Hypothesis (Hsiao 2002), proposes that non-overlapping primes of opposite valence will contrast away from each other. Next, the research will examine the impact of attitude certainty on determining the magnitude of shift in judgment, where higher certainty results in lower magnitude of shift and lower certainty results in higher magnitude of shift. Lastly, it is believed the sequence effect is inconsequential. Thus, in stage 1 of the main experiment, two priming items and a target item were identified for each respondent. Stage 2 used the same priming items to test for contrast, and stage 3 primed respondents with the two items before presenting them with the target. The same participants were tested throughout the entire duration of the experiment. Unfortunately, while the results do not confirm all the hypotheses, they nonetheless present a number of remarkable issues for future research. Moreover, they hold significant implications for the marketing industry in a densely informative era where every advertisement is accompanied by a number of contextual stimuli.1755239 bytesapplication/pdfen-US促發效果同化效果對比效果解釋範圍重疊模型多種促發物態度把握互動Priming effectassimilationcontrastDimensional Range Overlap Modelmultiple primesattitude certaintyreciprocitythesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/251958/1/ntu-101-R99741063-1.pdf