比較心理對廣告效果之影響路徑探討__臺灣博碩士論文知識加值 ...

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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。

資料載入處理中... 跳到主要內容臺灣博碩士論文加值系統 ::: 網站導覽| 首頁| 關於本站| 聯絡我們| 國圖首頁| 常見問題| 操作說明 English |FB專頁 |Mobile 免費會員登入| 註冊功能切換導覽列 (206.189.149.24)您好！臺灣時間：2022/05/1603:26 字體大小： ::: 詳目顯示 recordfocus 第1筆/ 共1筆 /1頁論文基本資料摘要外文摘要目次參考文獻電子全文紙本論文 QRCode 本論文永久網址: 複製永久網址Twitter研究生:蔡佳靜研究生(外文):Chia-ChingTsai論文名稱:比較心理對廣告效果之影響路徑探討論文名稱(外文):TheRoutefromComparisonstoEffectiveAdvertising指導教授:林建煌指導教授(外文):Chien-HuangLin學位類別:博士校院名稱:國立中央大學系所名稱:企業管理研究所學門:商業及管理學門學類:企業管理學類論文種類:學術論文論文出版年:2005畢業學年度:93語文別:英文論文頁數:85中文關鍵詞:社會比較、自我比較、比較型態、比較模式、廣告效果、潛意識思考過程外文關鍵詞:SocialComparison、Temporal-selfComparisons、ComparativePatterns、ComparativeModel、theEffectivenessofAdvertising、UnconsciousThoughtProcess相關次數: 被引用:5點閱:576評分:下載:173書目收藏:4 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。

Inthisstudy,weinvestigatewhatconditionscausesubjectstomakecomparisonsandthecomparisonpatternsthatinfluenceeffectiveadvertising.Peoplemakesocialortemporal-pastortemporal-futurecomparisons,ormaynotmakeanycomparisonswhenfacingachoiceofpurchasesituation.Unlikepastresearch,weinvestigatefourcomparisonpatterns,andproposeageneralcomparisonmodelthatleadstogreateradvertisingeffectiveness.Theunconsciousthoughtprocessisalsodiscussedtoincorporateintothecomparativemodel.Studentsubjectswererecruitedtopursuetheexperiment.Formakingsuretheresultsarerobust,non-studentsubjectswerealsorecruitedtorepeatthestudy.Themajorfindingsareasfollowed:1.TheConditionscausingEachComparativePatterns:Forstudentandnon-studentsubjects,theconditionsofability,uncertainty,negativeeventsandself-relevancewillcausesocialcomparisonandthoseofhealthandself-irrelevancewillcausenon-comparison.Theself-irrelevant,uncertainandnegativeeventsconditionscausestudentsubjects’temporal-pastcomparisons,whiletheconditionsofpositiveeventsandself-irrelevanceresultinthenon-studentsubjects’temporal-pastcomparisons.Besides,thecertainandpositiveeventsconditionsleadtothestudentsubjects’temporal-futurecomparison,whiletheuncertainandnegativeeventsconditionsleadtothenon-studentsubjects’temporal-futurecomparison.2.SocialComparisonSubjectsbothmakelateralcomparisonforself-evaluation,makedownwardcomparisonforaltruismandself-enhancement,andmakeupwardcomparisonforself-improvementandself-destruction.Themotiveofcommonbonddoesnotaffectcomparisondirectionforthestudentrespondents,whileitcauseupwardcomparisonforthenon-studentones.Forboththesample,thecomparisondirectionhasasignificanteffectonself-perception.Adownwardcomparisonwillraiseself-perception,andanupwardcomparisonwilllowerit.Self-perceptionhasasignificantlypositiveeffectonthepositiveaffectandasignificantlynegativeeffectonnegativeaffect.Thepositiveaffecthasasignificantlypositiveinfluenceonproductattitude.Theconsumers’attitudetowardtheproductaffectstheirpurchaseintentionsignificantlypositively.Asforthenegativeaffect,itdoesnothaveasignificanteffectontheproductattitudeforthestudentrespondents,buthasasignificantlynegativeeffectontheproductattitudeforthenon-studentones.3.Temporal-pastComparisonBothsubjectsmakelateralcomparison,butnotupwardcomparisonforself-enhancement.Themotiveofself-destructionwillcauseupwardcomparisonforthenon-studentsample,whileitwon’taffectcomparisondirectionsignificantlyforthestudentsample.Intheremainingresults,temporal-pastcomparisonandsocialcomparisonaresimilar.4.Temporal-futureComparisonBothrespondentsmakeupwardcomparison,notdownwardcomparisonforself-enhancement,anddon’tmakeupwardcomparisonforself-destruction.Comparisondirectionhasasignificanteffectonself-perception.Adownwardcomparisonwilllowerself-perception,butanupwardcomparisonwillraiseit.Theotherresultsoftemporal-futurecomparisonaresimilarwiththoseoftemporal-pastandsocialcomparison.5.Non-comparisonIt’ssimilarwiththepreviouscomparativepatternsinallresults. TABLEOFCONTENTSPage論文摘要iiABSTRACTivTABLEOFCONTENTSviiLISTOFTABLESxiLISTOFFIGURESxivCHAPTER1INTRODUCTION11.1MOTIVATIONSANDPURPOSES11.2THESISSTRUCTURE2CHAPTER2MODELDEVELOPMENT32.1SOCIALANDTEMPORAL-SELFCOMPARISONS32.2WHATCAUSESPEOPLETOMAKECOMPARISONS?52.3MOTIVESFORSOCIALCOMPARISONANDCOMPARISONDIRECTION62.4COMPARISONDIRECTIONANDSELF-PERCEPTION82.5SELF-PERCEPTIONANDAFFECT92.6AFFECTANDATTITUDE102.7ATTITUDEANDPURCHASEINTENTION10CHAPTER3METHODOLOGY123.1EXPERIMENTALSTIMULI123.2PRETEST153.3THEEXPERIMENT17CHAPTER4RESULTS224.1THETENDENCYTOMAKECOMPARISONS224.2WHATCONDITIONCAUSESWHICHCOMPARATIVEPATTERN？234.3THEMODELOFSOCIALCOMPARISONLEADINGTOADVERTISINGEFFECTIVENESS244.4THETEMPORAL-PASTCOMPARISONMODELLEADINGTOADVERTISINGEFFECTIVENESS304.5THETEMPORAL-FUTURECOMPARISONMODELLEADINGTOADVERTISINGEFFECTIVENESS344.6THENON-COMPARISONMODELLEADINGTOADVERTISINGEFFECTIVENESS39CHAPTER5ROBUSTNESS415.1THENON-STUDENTSUBJECTS’TENDENCYTOMAKECOMPARISONS415.2WHATCONDITIONCAUSESNON-STUDENTSUBJECTSTOCHOOSEWHICHCOMPARATIVEPATTERN？425.3THEMODELOFSOCIALCOMPARISONLEADINGTOADVERTISINGEFFECTIVENESS(NON-STUDENTSUBJECTS)445.4THETEMPORAL-PASTCOMPARISONMODELLEADINGTOADVERTISINGEFFECTIVENESS(NON-STUDENTSUBJECTS)495.5THETEMPORAL-FUTURECOMPARISONMODELLEADINGTOADVERTISINGEFFECTIVENESS(NON-STUDENTSUBJECTS)535.6THENON-COMPARISONMODELLEADINGTOADVERTISINGEFFECTIVENESS(NON-STUDENTSUBJECTS)57CHAPTER6ADVANCINGTHECOMPARATIVEMODELBYINCORPORATINGTHEUNCONSCIOUSTHOUGHTPROCESS606.1THECOMPARATIVEMODELINCORPORATINGUNCONSCIOUSTHOUGHT616.2THEEFFECTSOFPEERGROUPS626.3HOWTODEVELOPAPASSIONFORABRANDANDYIELDBRANDDURABILITY?62CHAPTER7DISCUSSION647.1SUMMARY647.2CONTRIBUTIONS667.3STUDYLIMITATIONSANDAREAFORFUTURERESEARCH67REFERENCES69APPENDIXAQUESTIONNAIREOFPRETEST（inCHINESE）74APPENDIXBQUESTIONNAIREOFPRETEST（inENGLISH）75APPENDIXCQUESTIONNAIREOFSTUDY（inCHINESE）76APPENDIXDQUESTIONNAIREOFSTUDY（inENGLISH）81LISTOFTABLESPageTALBE1THESIXTEENEXPERIMENTALCONDITIONS13TALBE2THESCALESFORPRETEST16TABLE3THESCALEOFMOTIVESFORCOMPARISON19TABLE4THEFREQUENCYANDPERCENTAGEOFCOMPARATIVEPATTERNS22TABLE5CONDITIONSVS.COMPARATIVEPATTERNS23TABLE6COMPARATIVEMOTIVESVS.COMPARISONDIRECTION26TABLE7COMPARISONDIRECTIONVS.SELF-PERCEPTION－ANOVA（SOCIALCOMPARISON）27TABLE8COMPARISONDIRECTIONVS.SELF-PERCEPTION－SCHEFFETEST（SOCIALCOMPARISON）28TABLE9THERESULTSOFREGRESSIONANALYSIS（SOCIALCOMPARISON）29TABLE10COMPARATIVEMOTIVEVS.COMPARISONDIRECTION31TABLE11COMPARISONDIRECTIONVS.SELF-PERCEPTION－ANOVA(TEMPORAL-PASTCOMPARISON)32TABLE12COMPARISONDIRECTIONVS.SELF-PERCEPTION－SCHEFFETEST(TEMPORAL-PASTCOMPARISON)32TABLE13THERESULTSOFREGRESSIONANALYSIS(TEMPORAL-PASTCOMPARISON)34TABLE14COMPARATIVEMOTIVEVS.COMPARISONDIRECTION(TEMPORAL-FUTURECOMPARISON)35TABLE15COMPARISONDIRECTIONVS.SELF-PERCEPTION－ANOVA（TEMPORAL-FUTURECOMPARISON）36TABLE16COMPARISONDIRECTIONVS.SELF-PERCEPTION－SCHEFFETEST（TEMPORAL-FUTURECOMPARISON）37TABLE17THERESULTSOFREGRESSIONANALYSIS(TEMPORAL-FUTURECOMPARISON)38TABLE18THERESULTSOFREGRESSIONANALYSIS(NON-COMPARISON)40TABLE19THEFREQUENCYANDPERCENTAGEOFNON-STUDENTSUBJECTS’COMPARATIVEPATTERNS41TABLE20CONDITIONSVS.COMPARATIVEPATTERNS43TABLE21COMPARATIVEMOTIVEVS.COMPARISONDIRECTION45TABLE22SOCIALCOMPARISONDIRECTIONVS.SELF-PERCEPTION－ANOVA（NON-STUDENTS）46TABLE23SOCIALCOMPARISONDIRECTIONVS.SELF-PERCEPTION－SCHEFFETEST（NON-STUDENTS）47TABLE24THESOCIALCOMPARISONROUTEFROMSELF-PERCEPTIONTOPURCHASEINTENSION48TABLE25COMPARATIVEMOTIVEVS.COMPARISONDIRECTION49TABLE26TEMPORAL-PASTCOMPARISONDIRECTIONVS.SELF-PERCEPTION－ANOVA(NON-STUDENTSUBJECTS)50TABLE27TEMPORAL-PASTCOMPARISONDIRECTIONVS.SELF-PERCEPTION－SCHEFFETEST(NON-STUDENTSUBJECTS)51TABLE28THETEMPORAL-PASTCOMPARISONROUTEFROMSELF-PERCEPTIONTOPURCHASEINTENSION(NON-STUDENTSUBJECTS)52TABLE29COMPARATIVEMOTIVEVS.COMPARISONDIRECTION53TABLE30TEMPORAL-FUTURECOMPARISONDIRECTIONVS.SELF-PERCEPTION－ANOVA(NON-STUDENTSUBJECTS)54TABLE31TEMPORAL-FUTURECOMPARISONDIRECTIONVS.SELF-PERCEPTION－SCHEFFETEST(NON-STUDENTSUBJECTS)55TABLE32THETEMPORAL-FUTURECOMPARISONROUTEFROMSELF-PERCEPTIONTOPURCHASEINTENSION(NON-STUDENTSUBJECTS)56TABLE33THENON-COMPARISONROUTEFROMSELF-PERCEPTIONTOPURCHASEINTENSION(NON-STUDENTSUBJECTS)58LISTOFFIGURESPageFIGURE1THEGENERALCOMPARATIVEBEHAVIORMODEL15FIGURE2THESOCIALCOMPARISONMODEL25FIGURE3THETEMPORAL-PASTCOMPARISONMODEL30FIGURE4THETEMPORAL-FUTURECOMPARISONMODEL35FIGURE5THENON-COMPARISONMODEL39FIGURE6THECOMPARATIVEBEHAVIORMODELINCORPORATINGUNCONSCIOUSTHOUGHTPROCESS60 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電子全文國圖紙本論文推文網路書籤推薦評分引用網址轉寄 top 相關論文相關期刊熱門點閱論文 1. 廣告代言人與訊息說服對消費者注意力與廣告效果之影響 2. 產品名稱複雜性對產品態度與購買意願的影響 3. 學業成績的社會比較與自我比較之效應研究 4. 國小學童社會比較與自我比較之質化研究 5. 癌症病患社會比較及其相關因素之研究—新癌症病患與舊癌症病患之比較 1. 蘇艷文(1998)，「全球DRAM市場競爭態勢剖析」，新電子科技雜誌，第153期，頁68、70、72、74、76、78、80、82、84、86、88。

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