2004-08-012024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/704821摘要：本研究著重於探討週邊刺激物的解釋範圍大小，將會影響目標產品判斷的誤差方向及程度。雖然過去社會心理學或消費者行為的研究，已廣泛地探討週邊對目標物所產生的同化與對比效果；然而，過去的研究都只著重於兩個因素的影響：目標物的模糊程度及週邊的極端性。本研究進一步提出，週邊刺激物的解釋範圍大小，亦將影響週邊對目標物是否產生同化或者是對比效果。本研究假設，即使目標物的模糊程度及週邊的極端性固定不變，若週邊刺激物的解釋範圍大到可與目標物重疊，導致消費者認為兩者屬於相似群組，則同化效果將會發生。反之，若週邊刺激物的解釋範圍小到無法與目標物重疊，導致消費者認為兩者屬於不同群組，則對比效果將會發生。 除了誤差方向的探討，本研究另一探討主題為週邊影響目標產品判斷的誤差程度。過去對週邊效果的研究僅止於誤差方向的探討，對誤差程度尚未討論過。本研究提出，週邊刺激物的解釋範圍大小，將會影響其與目標物重疊區域（或非重疊區域）的大小，進而影響誤差程度。本研究假設，當目標物的模糊程度及週邊的極端性不變時，若週邊刺激物解釋範圍與目標物解釋範圍重疊的區域較大，則週邊對目標物所產生的同化程度（即同化效果的量）反而較小。另外<br> Abstract: The current study will focus on the effects of the interpretation range of the contextual stimuli on determining the bias direction and bias degree of product judgments. Although previous researches in social psychology or consumer behavior have widely discussed the assimilation and contrast effects the contextual stimuli may produce on target judgments, they have only focused on the effects of the two factors: the ambiguity of the target and the extremity of the contextual stimuli. The current research further proposes that the interpretation range of the contextual stimuli can also influence assimilation and contrast. It is assumed that, even though the ambiguity of the target and the extremity of the contextual stimuli remain the same, when the context range is wide enough to overlap with the target range, people may perceive both belong to the same category and therefore the assimilation bias will occur. However, when the context range cannot overlap with the target range, people may perceive they do not belong to the same category and therefore the contrast bias will occur. In addition to the bias direction, the current study will also examine the bias degree. Previous studies have only discussed the bias direction; the bias degree, however, has never been studied before. The current research proposes that the interpretation range of the context stimuli will influence the size of the overlapping area (or the non-overlapping area) and further influence the bias degree. It is assumed that, when the ambiguity of the target and the extremity of the contextual stimuli remain the same, if the overlapping area is larger, the assimilation degree (i.e., assimilation amount) will, instead, become smaller. On the other hand, when the ambiguity of the target and the extremity of the contextual stimuli remain the same, if the non-overlapping area is larger, the contrast degree (i.e., contrast amount) will also become larger. The current research findings will provide a more complete framework for the context effects on product judgments.週邊刺激物的解釋範圍週邊效果產品判斷的誤差同化與對比the interpretation range of the contextual stimulicontext effectsbias in product judgmentsassimilation and contrastbias directionbias degree