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標題: | 經由解釋範圍重疊模型檢驗產品特質與產品特定案例對於產品評價的促發效果 Examining Effects of Attribute and Exemplar Priming on Product Judgments through the Dimensional Range Overlap Model |
作者: | Chia-Weo Lin 林嘉薇 |
指導教授: | 簡怡雯(Yi-Wen Chien) |
關鍵字: | 促發效果,對比效果,同化效果,解釋範圍重疊模型,多重促發物, Priming effect,Assimilation effect,Contrast effect,Dimensional Range Overlap Model,Multiple Prime, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | 本研究引用解釋範圍重疊模型來解釋許多先前研究在檢驗產品特質和產品特定案例的促發效果中所產生的矛盾現象。在過去的研究中,學者們普遍認為如果同時呈現某種產品特定案例以及其所相關的產品特質時,將會對於目標主體產生同化效果。(Philippot et al., 1991; Schwarz & Bless’s, 1992; Stapel, 1998) 然而,Chien在2002年發表的Dimensional Range Overlap Model則主張呈現何種促發物並不是影響促發效果的關鍵,而影響對比效果或是同化效果的主要因素應該是促發物和目標主體的解釋範圍是否有重疊。
為了釐清這些對於多重促發物之促發效果的爭議,在本研究中將會利用兩組實驗來驗證我們的假說,在實驗一的部份將會檢驗兩個相同解釋範圍的促發物對於目標主體所產生的促發效果,而在實驗二的部份將會檢驗兩個不同解釋範圍的促發物對於目標主體所產生的促發效果。 首先在實驗一的部份,如果呈現解釋範圍沒有和目標主體重疊的促發物,結果顯示對比效果將會顯現;而如果呈現解釋範圍有和目標主體重疊的促發物,結果顯示同化效果將會顯現。在實驗二的部份,我們加入了對於促發物範圍呈現順序的考量,在進一步的檢驗當中發現,後呈現的促發物的解釋範圍會被先呈現的促發物之解釋範圍所同化。實驗結果發現,如果先呈現解釋範圍沒有重疊的促發物,後呈現有重疊的促發物,則會產生對比效果;而如果先呈現解釋範圍有重疊的促發物,後呈現沒有重疊的促發物,則會產生同化效果。此外,在本研究中還發現了一個有趣的現象,在檢驗和主要變項(尊貴性)相關或是不相關的變項時,如果該變項和主要變項相關程度越高,會受到目標變項的促發效果影響的程度也越高。 總結來說,本研究的結果證明了的確是促發物的綜合效果和目標物主體的解釋範圍重疊性決定了對比效果和同化效果的出現與否,同時本研究也提供行銷主管們對於促發效果背後機制以及實際應用層面更多的認識。 The present study applied the newly developed Dimensional Range Overlap Model (Chien, 2002) to solve the controvertible issue between previous researches in the effects of attribute and exemplar priming. The previous researches suggest that when priming exemplar and relevant attribute together, assimilation effect is more likely to occur than contrast effect. (Philippot, Schwarz, Carrera, De Vries and Van Yperen ,1991; Staple, Koomen, and Velthuijsen, 1998) However, Chien’s (2002) Dimensional Range Overlap Model suggests that no matter priming with attributes or exemplars, it is the overlap or non-overlap between target’s range and prime’s range that affect the direction of priming effect. Two studies were conducted to test the priming effect of in multiple prime in order to verify this contrary. One was conducted for the identical prime range conditions which represent both primes in the experiment have the same range, and the other was for the mixed prime range conditions which represent primes in the experiment have different ranges. Firstly, in Study 1, the result shows that when non-overlapped primes were assigned, contrast effect occurred. On contrast, when overlapped primes were assigned, assimilation effect occurred. Secondly, in Study 2, “present sequence of prime range width” was also considered. Through advanced analysis, it indicated that priming effect emerged between those two primes, and the “latter” prime was assimilated toward the “former” one. Thus, when presenting non-overlapped prime first and overlapped prime as second, the results showed that contrast effect occurred. Contrarily, when presenting overlapped prime first and non-overlapped prime as second, assimilation effect occurred. In addition, the current study also examined the priming effects in other relevant and irrelevant dimensions, and figure out an interest finding that the dimensions which were more relevant to the main judgment dimension were influenced more by the priming effect on the main judgment dimension. In conclusion, this thesis demonstrated that assimilation and contrast effects were determined by whether there is an overlap between the target’s range and the combined prime’s range on relevant judgment. And this research also provide implications to marketing executives by better understanding the underlying procedure and mechanism of priming effect. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/25782 |
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