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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68271

    Title: 心理溫度對抉擇之影響;The effect of psychological warmth on the choice psychological warmth
    Authors: 周郁竹;CHOU,YU-CHU
    Contributors: 企業管理學系
    Keywords: 感官刺激;心理溫度;社會互動;食物類型;穿衣風格;產品類型;sensory experience;psychological warmth;social interaction;food type;dressing style;product attributes
    Date: 2015-07-22
    Issue Date: 2015-09-23 11:14:30 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 感官刺激(sensory-stimuli.)對消費者影響的不只是生理的感受,還有更深層的心理狀態。心理狀態可用心理溫度來表示,心理溫度的高低間接影響著消費者的決策以及行為模式。


    ;The impact of Sensory stimulation on consumers is not only their feelings but their psychological warmth. Mental condition can be represented by psychological warmth. Psychological warmth indirectly makes an impact on decision-making and behavior patterns of consumers.
    In this study, we design three experiments: visual stimulation, auditory stimulation and taste stimulation. We take them as sensory stimulation variables of manipulating consumers’ psychological warmth and investigate whether consumers’ psychological warmth will change due to different types of sensory stimulations. Besides, we study on consumer choices of the type of volunteers (high social interaction / low social interaction), the type of food (healthy food / unhealthy food), the dressing style (casual / regular) and the gift type (Hedonic / Utilitarian).The results show that:

    1.people’s psychological warmth will be influenced by the sensory stimulation.
    2.Comparing the warmth stimulation with the cold one, the warmth stimulation has higher psychological warmth.
    3.When people’ psychological warmth is high, they tend to choose participating in volunteer community activity with high social interaction, on the contrary participating in volunteer activity with low social interaction.
    4.When people’ psychological warmth is high, they tend to choose healthy food on the contrary choose type of unhealthy food.
    5.When people’ psychological warmth is high, they tend to choose the utilitarian type of gifts on the contrary choose the hedonic type of gifts.
    6.When people’ psychological warmth is high, they tend to to choose regular style of dressing on the contrary choose causal style of dressing in the taste experiment.
    Appears in Collections:[企業管理研究所] 博碩士論文

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