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以作者查詢圖書館館藏 、以作者查詢臺灣博碩士 、以作者查詢全國書目 、勘誤回報 、線上人數：17 、訪客IP：18.119.161.116
姓名 蔡佳靜(Chia-Ching Tsai) 查詢紙本館藏 畢業系所 企業管理學系 論文名稱 比較心理對廣告效果之影響路徑探討
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摘要(中) 本研究主要在探討什麼情境會使得受測者進行比較，以及不同的比較型態將如何影響廣告效果。根據過去文獻，人類除了進行社會比較以外，也會和自己的過去及未來比較。此外，當面對一個情境時，本研究推論人類也有可能完全不進行任何的比較，因此，本研究除了提出一個比較行為影響廣告效果的一般模式外，也分別探討四種不同的比較類型：社會比較、自我過去比較、自我未來比較以及完全不比較，將如何影響廣告效果，並分別針對不同的比較類型提出了比較行為影響廣告效果的模式。此外，潛意識思考過程的影響也在本研究加以探討。
本研究主要以學生為研究對象，但是爲了追求研究結果之堅固性，本研究亦募集了非學生樣本再次進行實驗與分析。其主要研究結果如下：
1.各比較型態的情境
不論是學生或非學生樣本，能力、不確定、負面事件與自我相關的情境皆會產生社會比較，而健康與自我無關的情境則會產生不進行任何比較。自我無關、不確定與負面事件的情境會使學生樣本進行自我過去的比較，而正面事件與自我無關的情境則會使非學生樣本進行自我過去的比較。此外，確定與正面事件的情境會使學生樣本進行自我未來的比較，而不確定與負面事件的情境則會使非學生樣本進行自我未來的比較。
2.社會比較
對學生與非學生兩類樣本而言，自我評估動機會使其進行平行比較，利他與自我增強動機會使其進行向下比較，自我改善與自我毀壞動機則會使其進行向上比較。而結盟動機並不影響學生樣本對比較方向之選擇，卻會使非學生樣本進行向上比較。
比較方向對自我知覺有顯著影響，向下比較會提高自我知覺，向上比較會降低自我知覺。自我知覺對正面情感有顯著的正面影響，對負面情感有顯著的負面影響。正面情感則對產品態度有顯著的正面影響，而產品態度對購買意圖則有顯著的正面影響。至於負面情感，對學生樣本而言，其對產品態度無顯著的影響，但對非學生樣本而言，其對產品態度有顯著的負面影響。
3.自我過去的比較
對兩類樣本而言，自我增強動機會使其進行平行比較，而非向上比較。對非學生樣本而言，自我毀壞動機會使其進行向上比較，而對學生樣本而言，自我毀壞動機對比較方向則無顯著影響。其餘的研究結果，自我過去的比較與社會比較是類似的。
4.自我未來的比較
對兩類樣本而言，自我增強動機會使其進行向上比較，而非向下比較，自我毀壞動機則不會使其進行向上比較。比較方向對自我知覺有顯著影響，向下比較會降低自我知覺，向上比較會提高自我知覺。其他的研究結果與自我過去的比較與社會比較是類似的。
5.不比較
其研究結果與社會比較、自我過去與自我未來的比較是類似的。摘要(英) In this study, we investigate what conditions cause subjects to make comparisons and the comparison patterns that influence effective advertising. People make social or temporal-past or temporal-future comparisons, or may not make any comparisons when facing a choice of purchase situation. Unlike past research, we investigate four comparison patterns, and propose a general comparison model that leads to greater advertising effectiveness. The unconscious thought process is also discussed to incorporate into the comparative model.
Student subjects were recruited to pursue the experiment. For making sure the results are robust, non-student subjects were also recruited to repeat the study. The major findings are as followed:
1. The Conditions causing Each Comparative Patterns:
For student and non-student subjects, the conditions of ability, uncertainty, negative events and self-relevance will cause social comparison and those of health and self-irrelevance will cause non-comparison. The self-irrelevant, uncertain and negative events conditions cause student subjects’ temporal-past comparisons, while the conditions of positive events and self-irrelevance result in the non-student subjects’ temporal-past comparisons. Besides, the certain and positive events conditions lead to the student subjects’ temporal-future comparison, while the uncertain and negative events conditions lead to the non-student subjects’ temporal-future comparison.
2. Social Comparison
Subjects both make lateral comparison for self-evaluation, make downward comparison for altruism and self-enhancement, and make upward comparison for self-improvement and self-destruction. The motive of common bond does not affect comparison direction for the student respondents, while it cause upward comparison for the non-student ones.
For both the sample, the comparison direction has a significant effect on self-perception. A downward comparison will raise self-perception, and an upward comparison will lower it. Self-perception has a significantly positive effect on the positive affect and a significantly negative effect on negative affect. The positive affect has a significantly positive influence on product attitude. The consumers’ attitude toward the product affects their purchase intention significantly positively. As for the negative affect, it does not have a significant effect on the product attitude for the student respondents, but has a significantly negative effect on the product attitude for the non-student ones.
3. Temporal-past Comparison
Both subjects make lateral comparison, but not upward comparison for self-enhancement. The motive of self-destruction will cause upward comparison for the non-student sample, while it won’t affect comparison direction significantly for the student sample. In the remaining results, temporal-past comparison and social comparison are similar.
4. Temporal-future Comparison
Both respondents make upward comparison, not downward comparison for self-enhancement, and don’t make upward comparison for self-destruction. Comparison direction has a significant effect on self-perception. A downward comparison will lower self-perception, but an upward comparison will raise it. The other results of temporal-future comparison are similar with those of temporal-past and social comparison.
5. Non-comparison
It’s similar with the previous comparative patterns in all results.關鍵字(中) ★ 社會比較
★ 自我比較
★ 比較型態
★ 比較模式
★ 廣告效果
★ 潛意識思考過程關鍵字(英) ★ Social Comparison
★ Temporal-self Comparisons
★ Comparative Patterns
★ Comparative Model
★ the Effectiveness of Advertising
★ Unconscious Thought Process論文目次 TABLE OF CONTENTS
Page
論文摘要 ii
ABSTRACT iv
TABLE OF CONTENTS vii
LIST OF TABLES xi
LIST OF FIGURES xiv
CHAPTER 1 INTRODUCTION 1
1.1 MOTIVATIONS AND PURPOSES 1
1.2 THESIS STRUCTURE 2
CHAPTER 2 MODEL DEVELOPMENT 3
2.1 SOCIAL AND TEMPORAL-SELF COMPARISONS 3
2.2 WHAT CAUSES PEOPLE TO MAKE COMPARISONS? 5
2.3 MOTIVES FOR SOCIAL COMPARISON AND COMPARISON DIRECTION 6
2.4 COMPARISON DIRECTION AND SELF-PERCEPTION 8
2.5 SELF-PERCEPTION AND AFFECT 9
2.6 AFFECT AND ATTITUDE 10
2.7 ATTITUDE AND PURCHASE INTENTION 10
CHAPTER 3 METHODOLOGY 12
3.1 EXPERIMENTAL STIMULI 12
3.2 PRETEST 15
3.3 THE EXPERIMENT 17
CHAPTER 4 RESULTS 22
4.1 THE TENDENCY TO MAKE COMPARISONS 22
4.2 WHAT CONDITION CAUSES WHICH COMPARATIVE PATTERN？ 23
4.3 THE MODEL OF SOCIAL COMPARISON LEADING TO ADVERTISING EFFECTIVENESS 24
4.4 THE TEMPORAL-PAST COMPARISON MODEL LEADING TO ADVERTISING EFFECTIVENESS 30
4.5 THE TEMPORAL-FUTURE COMPARISON MODEL LEADING TO ADVERTISING EFFECTIVENESS 34
4.6 THE NON-COMPARISON MODEL LEADING TO ADVERTISING EFFECTIVENESS 39
CHAPTER 5 ROBUSTNESS 41
5.1 THE NON-STUDENT SUBJECTS’ TENDENCY TO MAKE COMPARISONS 41
5.2 WHAT CONDITION CAUSES NON-STUDENT SUBJECTS TO CHOOSE WHICH COMPARATIVE PATTERN？ 42
5.3 THE MODEL OF SOCIAL COMPARISON LEADING TO ADVERTISING EFFECTIVENESS (NON-STUDENT SUBJECTS) 44
5.4 THE TEMPORAL-PAST COMPARISON MODEL LEADING TO ADVERTISING EFFECTIVENESS (NON-STUDENT SUBJECTS) 49
5.5 THE TEMPORAL-FUTURE COMPARISON MODEL LEADING TO ADVERTISING EFFECTIVENESS (NON-STUDENT SUBJECTS) 53
5.6 THE NON-COMPARISON MODEL LEADING TO ADVERTISING EFFECTIVENESS (NON-STUDENT SUBJECTS) 57
CHAPTER 6 ADVANCING THE COMPARATIVE MODEL BY INCORPORATING THE UNCONSCIOUS THOUGHT PROCESS 60
6.1 THE COMPARATIVE MODEL INCORPORATING UNCONSCIOUS THOUGHT 61
6.2 THE EFFECTS OF PEER GROUPS 62
6.3 HOW TO DEVELOP A PASSION FOR A BRAND AND YIELD BRAND DURABILITY? 62
CHAPTER 7 DISCUSSION 64
7.1 SUMMARY 64
7.2 CONTRIBUTIONS 66
7.3 STUDY LIMITATIONS AND AREA FOR FUTURE RESEARCH 67
REFERENCES 69
APPENDIX A QUESTIONNAIRE OF PRETEST（in CHINESE） 74
APPENDIX B QUESTIONNAIRE OF PRETEST（in ENGLISH）75
APPENDIX C QUESTIONNAIRE OF STUDY（in CHINESE） 76
APPENDIX D QUESTIONNAIRE OF STUDY（in ENGLISH） 81
LIST OF TABLES
Page
TALBE 1 THE SIXTEEN EXPERIMENTAL CONDITIONS 13
TALBE 2 THE SCALES FOR PRETEST 16
TABLE 3 THE SCALE OF MOTIVES FOR COMPARISON 19
TABLE 4 THE FREQUENCY AND PERCENTAGE OF COMPARATIVE PATTERNS 22
TABLE 5 CONDITIONS VS. COMPARATIVE PATTERNS 23
TABLE 6 COMPARATIVE MOTIVES VS.COMPARISON
DIRECTION 26
TABLE 7 COMPARISON DIRECTION VS. SELF-PERCEPTION－ANOVA（SOCIAL COMPARISON） 27
TABLE 8 COMPARISON DIRECTION VS. SELF-PERCEPTION－SCHEFFE TEST（SOCIAL COMPARISON） 28
TABLE 9 THE RESULTS OF REGRESSION ANALYSIS
（SOCIAL COMPARISON） 29
TABLE 10 COMPARATIVE MOTIVE VS. COMPARISON DIRECTION 31
TABLE 11 COMPARISON DIRECTION VS. SELF-PERCEPTION－ANOVA (TEMPORAL-PAST COMPARISON) 32
TABLE 12 COMPARISON DIRECTION VS. SELF-PERCEPTION－ SCHEFFE TEST (TEMPORAL-PAST COMPARISON) 32
TABLE13 THE RESULTS OF REGRESSION ANALYSIS (TEMPORAL-PAST COMPARISON) 34
TABLE 14 COMPARATIVE MOTIVE VS. COMPARISON DIRECTION (TEMPORAL-FUTURE COMPARISON) 35
TABLE 15 COMPARISON DIRECTION VS. SELF-PERCEPTION－ANOVA（ TEMPORAL-FUTURE COMPARISON） 36
TABLE 16 COMPARISON DIRECTION VS. SELF-PERCEPTION－ SCHEFFE TEST （ TEMPORAL-FUTURE COMPARISON） 37
TABLE 17 THE RESULTS OF REGRESSION ANALYSIS (TEMPORAL-FUTURE COMPARISON) 38
TABLE 18 THE RESULTS OF REGRESSION ANALYSIS (NON-COMPARISON) 40
TABLE 19 THE FREQUENCY AND PERCENTAGE OF NON-STUDENT SUBJECTS’ COMPARATIVE PATTERNS 41
TABLE 20 CONDITIONS VS. COMPARATIVE PATTERNS 43
TABLE 21 COMPARATIVE MOTIVE VS. COMPARISON DIRECTION 45
TABLE 22 SOCIAL COMPARISON DIRECTION VS. SELF-PERCEPTION－ANOVA（NON-STUDENTS） 46
TABLE 23 SOCIAL COMPARISON DIRECTION VS. SELF-PERCEPTION－SCHEFFE TEST（NON-STUDENTS） 47
TABLE 24 THE SOCIAL COMPARISON ROUTE FROM SELF-PERCEPTION TO PURCHASE INTENSION 48
TABLE 25 COMPARATIVE MOTIVE VS. COMPARISON DIRECTION 49
TABLE 26 TEMPORAL-PAST COMPARISON DIRECTION VS. SELF-PERCEPTION－ANOVA (NON-STUDENT SUBJECTS) 50
TABLE 27 TEMPORAL-PAST COMPARISON DIRECTION VS. SELF-PERCEPTION－ SCHEFFE TEST (NON-STUDENT SUBJECTS) 51
TABLE 28 THE TEMPORAL-PAST COMPARISON ROUTE FROM SELF-PERCEPTION TO PURCHASE INTENSION (NON-STUDENT SUBJECTS) 52
TABLE 29 COMPARATIVE MOTIVE VS. COMPARISON DIRECTION 53
TABLE 30 TEMPORAL-FUTURE COMPARISON DIRECTION VS. SELF-PERCEPTION－ANOVA (NON-STUDENT SUBJECTS) 54
TABLE 31 TEMPORAL-FUTURE COMPARISON DIRECTION VS. SELF-PERCEPTION－SCHEFFE TEST (NON-STUDENT
SUBJECTS) 55
TABLE 32 THE TEMPORAL-FUTURE COMPARISON ROUTE FROM SELF-PERCEPTION TO PURCHASE INTENSION (NON-STUDENT SUBJECTS) 56
TABLE 33 THE NON-COMPARISON ROUTE FROM SELF-PERCEPTION TO PURCHASE INTENSION (NON-STUDENT SUBJECTS) 58
LIST OF FIGURES
Page
FIGURE 1 THE GENERAL COMPARATIVE BEHAVIOR MODEL 15
FIGURE 2 THE SOCIAL COMPARISON MODEL 25
FIGURE 3 THE TEMPORAL-PAST COMPARISON MODEL 30
FIGURE 4 THE TEMPORAL-FUTURE COMPARISON MODEL 35
FIGURE 5 THE NON-COMPARISON MODEL 39
FIGURE 6 THE COMPARATIVE BEHAVIOR MODEL INCORPORATING UNCONSCIOUS THOUGHT PROCESS 60參考文獻 Affleck, G., and Tennen, H. (1991). Social Comparison and Coping with Major Medical Problems. In J. Suls and T. A. Wills (Eds.), Social Comparison: Contemporary theory and research (pp. 23-49). Hillsdale, NJ: Erlbaum.
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