請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/5210
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 簡怡雯 | |
dc.contributor.author | Shu-Min Kao | en |
dc.contributor.author | 高淑敏 | zh_TW |
dc.date.accessioned | 2021-05-15T17:53:37Z | - |
dc.date.available | 2015-10-26 | |
dc.date.available | 2021-05-15T17:53:37Z | - |
dc.date.copyright | 2015-03-13 | |
dc.date.issued | 2014 | |
dc.date.submitted | 2014-11-24 | |
dc.identifier.citation | Chien, Y. W., Wegener, D. T., Hsiao, C. C., & Petty, R. E. (2010).“Dimensional range overlap and context effects in consumer judgments.”Journal of Consumer Research, 37(3), 530-542.
Forster, J., Liberman, N., & Kuschel, S. (2008). “The effect of global versus local processing styles on assimilation versus contrast in social judgment.”Journal of personality and social psychology, 94(4), 579. Herr, P. M., Sherman, S. J., and Fazio, R. H. (1983).“On the consequences of priming: Assimilation and contrast effects.”Journal of Experimental Social Psychology, 19, 232-340 Herr, P. M. (1986). “Consequences of priming: Judgment and behavior.”Journal of Personality and Social Psychology, 51(6), 1106-1115. ——— (1989). “Primingprice:Prior knowledge and context effects.”Journal of Consumer Research, 16, 67-75 Hsiao, C.C. (2002). “The Reciprocity Hypothesis As An Explanation of Perception Shifts in Product Judgment.” Dissertation, Purdue University. Lin, C. W. (2006).Examining Effects of Attribute and Exemplar Priming on Product Judgments through the Dimensional Range Overlap Model (Unpublishedmaster’s thesis).National Taiwan University, Taiwan Liu, I. H. (2011).The context effect of dual primes: influence of positive wide prime and positive narrow prime on product judgment (Unpublished master’s thesis). National Taiwan University, Taiwan Mussweiler, Thomas (2001). “Seek and Ye Shall Find: Antecedents of Assimilation and Contrast in Social Comparison.” European Journal of Social Psychology, 31, 499–509. ——— (2003).“Comparison Processes in Social Judgment: Mechanisms and Consequences,” Psychological Review, 110 (3), 472–89. Mussweiler, Thomas and Lysann Damisch (2008), “Going Backto Donald: How Comparisons Shape Judgmental Priming Effects.”Journal of Personality and Social Psychology,95 (6),1295–315. Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983).“Central and peripheral routes to advertising effectiveness: The moderating role of involvement.”Journalof consumer research, 10(2), 135-146. Schwarz, Norbert and Herbert Bless (1992), “Constructing Realityand Its Alternatives: An Inclusion/Exclusion Model of Assimilation and Contrast Effects in Social Judgment.” inTheConstruction of Social Judgments, ed. Leonard L. Martin andAbraham Tresser, Hillsdale, NJ: Erlbaum, 217–45. ——— (2007), “Mental Construal Processes: The Inclusion/Exclusion Model,” inAssimilation and Contrast in Social Psychology, ed. Diederik A. Stapel and Jerry M. Suls, New York:Psychology Press, 119–41. Sherif, M., & Hovland, C. I. (1961).“Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change.” New Haven, CT: Yale University Press. Sherif, Muzafer, Daniel Taub, and Carl I. Hovland (1958), “Assimilation and Contrast Effects of Anchoring Stimuli on Judgments,”Journal of Experimental Psychology, 55 (2), 150–55. Yi, Y. (1990). “The effects of contextual priming in print advertisements.”Journal of Consumer Research, 17, 215-222 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/5210 | - |
dc.description.abstract | 本研究以互動假設(Hsiao 2002)和解釋範圍重疊模型(Chien, Wegener, Hsiao and Petty 2010)為基礎,企圖了解雙重促發物對於目標物評價之影響機制。首先,根據互動假設,我們假定雙重促發物會先行影響彼此,若是彼此具有重疊,會同時向彼此靠近,若是彼此並不重疊,則會同時遠離彼此。而對於移動後的雙重促發物則將根據DROM 進一步推測其對目標物之影響,我們假定受到移動後的兩個促發物之綜合效果會共同影響目標物之移動,如兩個促發物位於目標物的兩側,且不重疊,則兩促發物將先行發生對比作用因而彼此遠離,移動後兩促發物仍舊不與目標物重疊,因發生對比作用產生兩個相反的推力,目標物將會趨向不動。
根據以上的理論基礎與對於雙重促發物之促發效果的推斷,我們採用了兩階段的實驗設計,透過將實驗分解為兩階段,將可有助於了解雙重促發物影響目標物評價之機制,而兩階段的實驗皆會分別檢測同化效果與對比效果兩種情境,且皆會由受測者根據給定之尊貴範圍發想促發物。首先,第一階段的實驗主要在驗證雙重促發物彼此之間的影響與交互作用。而第二階段的實驗,則是請受測者先行接觸兩個促發物後,再進行目標物的態度評價,藉此驗證雙重促發物對於目標物評價之影響是否符合假說預測。 而雖然最終實驗結果未能在統計上顯著的支持本研究所提出的假說,但數據所呈現的促發物與目標物移動方向的趨勢皆符合假說。透過事後檢討,若能將實驗過程改為招募受測者,提高作答環境之品質,將更有可能提高實驗之顯著性。此外,本研究將促發效果之探討延伸至多重促發物之領域,將更能符合現實情境並且提高管理意涵。 | zh_TW |
dc.description.abstract | Based on Reciprocity Hypothesis(Hsiao 2002)and Dimensional Range Overlap Model (Chien, Wegener, Hsiao and Petty 2010), the main purpose of the current study is to examine the consequence in dual primes condition and construct the mechanism. According to Reciprocity Hypothesis, two primes would move toward to each other if they overlap and move away from each other if there is no overlap. Then, the shifted primes would affect target independently according to the mechanism of the Dimensional Range Overlap Model.
Based on the theory foundation, we conducted the two-stage experiment. Both assimilation and contract condition will be tested in two stages. In first stage, we examine the interaction between dual primes. In second stage, we confirm the hypothesis about the effect of dual primes on the target after the participants saw the dual primes. Although the results of experiments did not support our hypothesis significantly, the tendency of shifted primes and target is aligned with the hypothesis. Besides, the current study has extended the priming effect into multiple prime conditions, which is more consistent with real situations. | en |
dc.description.provenance | Made available in DSpace on 2021-05-15T17:53:37Z (GMT). No. of bitstreams: 1 ntu-103-R01741014-1.pdf: 5377377 bytes, checksum: 826fe1085e43ee80aa65faeee24965e2 (MD5) Previous issue date: 2014 | en |
dc.description.tableofcontents | 誌謝 II
中文摘要 III Abstract IV 目錄 V 圖目錄 VII 表目錄 VIII 第一章 緒論 1 1.1研究動機與目的 1 第二章 文獻探討 3 2.1促發效果(Priming Effect):同化效果與對比效果 3 2.2 Dimensional Range Overlap Model 10 2.3 Reciprocity Hypothesis 12 第三章 研究架構與假說 14 3.1 研究架構 14 3.2 假說 15 第四章 實驗設計 21 4.1前測 21 4.2主實驗概述 25 4.3 實驗一 26 4.4 實驗二 38 第五章 結論與未來研究方向 53 5.1 實驗結論 53 5.2 研究貢獻 55 5.3研究限制 56 5.4未來研究建議 57 參考文獻 59 附錄一 前測問卷(測量目標餐廳之尊貴程度) 61 附錄二 實驗二(第一本問卷) 74 附錄三 實驗一(第二本問卷) 84 附錄四 實驗二(第一本問卷) 86 附錄五 實驗二(第二本問卷) 96 | |
dc.language.iso | zh-TW | |
dc.title | 雙重促發物在同化與對比情境下對目標物之促發效果:
延伸自解釋範圍重疊模型 | zh_TW |
dc.title | Priming Effects of Dual Primes under Assimilation and
Contrast Conditions- An Extension of Dimensional Range Overlap Model | en |
dc.type | Thesis | |
dc.date.schoolyear | 103-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 練乃華,蕭中強,陳建維 | |
dc.subject.keyword | 促發效果,雙重促發物,對比效果,同化效果,解釋範圍重疊模型,互動假設, | zh_TW |
dc.subject.keyword | priming effect,dual primes,assimilation effect,contrast effect,reciprocity hypothesis,dimensional range overlap model, | en |
dc.relation.page | 101 | |
dc.rights.note | 同意授權(全球公開) | |
dc.date.accepted | 2014-11-24 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 商學研究所 | zh_TW |
顯示於系所單位: | 商學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-103-1.pdf | 5.25 MB | Adobe PDF | 檢視/開啟 |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。