先前的研究指出，傳染理論相信物品的品質可以彼此移轉，進而影響消費者對主要產品的感受與評價，消費者行為文學與行銷文獻之應用也逐漸探討傳染在其中所扮演的角色。本研究觀察到該理論可分為正向傳染以及負向傳染，其對於消費者偏好和知覺皆具影響力，其中又以負向效果較為強烈。過去研究僅集中於傳染與非傳染的面向進行探討，並認為所有的消費者對於相同的刺激來源皆會產生一致的感覺。相較於過去，本研究將進一步針對特定的人格特質(認知需求、認知型態、購買衝動性)，探討其傳染效果的變化與差異。本研究計畫以兩年的時間，運用實驗方法進行系統性的研究，希望能對於「不同的消費者特質對產品傳染效果之評價」有更深入的了解。第一年，探討人格特質對主要產品與單一刺激來源所產生之傳染效果的差異性。第二年，探討人格特質對不同的產品分群方式之傳染效果的差異性。最後，整合兩年的研究成果，供後續研究與實務界參考。Prior research indicates that contagion theory is believed that qualities can be transferred between a source and a target, and then affects consumer evaluations on target products. The consumer behavior literatures and recent investigations in marketing have also explored the role of contagion. This study observes that the contagion can be positive or negative and influence consumer’s preference and perception. Specifically, negative effects are stronger in both extent and intensity. Unlike the previous studies, which focus mainly on contagious and noncontagious effect and induce the identical evaluations among consumers, this study incorporates specific personality (need for cognition, cognitive style, and buying impulsiveness) to discuss contagion effect through experimental design. This study requires two years to do the research systematically and understand how different consumers response to positive or negative contagion in the same situation. The first year of this study is to explore the contagion effect of different personalities on target product and single source. The second year of this study is to explore the contagion effect of different personalities on product groupings. By integrating the findings, we expect this study could be applied to future research and managerial practice. 研究期間：10008 ~ 10107
