言語變色龍：說服與語言型態匹配度

Abstract

擬態又稱作「變色龍效應」，其定義為「人們無意識的模仿他人行為、姿態與語言的現象」。過去研究將擬態所具有的社會功能應用於說服歷程中，發現擬態可有效提升說服成功的機率。有鑑於過往研究常將各式擬態類型混和操作，本研究試圖使用語文型態匹配度作為測量工具，以單獨區分出語言擬態在說服歷程中的效果，除此之外，本研究更為首次直接在互動說服情境下進行此類型實驗的研究。作者希望確認語文型態匹配度作為語言擬態的測量工具，是否能發揮相同的社會功能，也希望藉由實驗操弄間接影響語文型態匹配度，實際了解其於說服歷程中所扮演的角色。研究一的結果發現，語文型態匹配度作為語言擬態的測量工具，的確能發揮與其相同的社會功能，即增加個人對於互動對象的喜好程度，且透過此喜好程度提高對商品的購買意圖。研究二則試圖操弄動機，希望能間接改變實驗參與者的語文型態匹配度，結果發現，實驗組與控制組之間的語文型態匹配度的確呈現顯著差異，但動機則無，另一方面，語文型態匹配度對於增加說服成功機率的現象也並未被觀察到。

Mimicry, also known as Chameleon effect, is the phenomenon that people unconsciously imitate others’ behavior, posture, and language. Past research papers showed that mimicry increased persuasion success probability effectively. Due to the fact that past researchers often mixed several types of mimicry in the same study, present work is trying to divide the effect of verbal mimicry from other types of mimicry by using Language Style Matching（LSM）as measurement. Besides, current work is the first one which processed experiment under the direct persuasion activity context. We tried to confirm the feasibility of regarding LSM as measurement for verbal mimicry, and whether LSM displayed the same social function as mimicry, furthermore, we also manipulated motivation for indirectly changing LSM so that we could explore the role it played during persuasion process. Study 1 revealed that LSM displayed the same social function as verbal mimicry, which increased participants’ degree of liking toward their partner, and further influenced their purchase intention during the promotion activity. In Study 2, we changed participants’ LSM by manipulating motivation, and result showed that the degree of LSM was significant higher in experiment group, but motivation was not; on the other hand, we did not observe the phenomenon that LSM increases persuasion success probability.