以「Dimensional Range Overlap Model」評估促發物之產品類別、目標主體之模糊程度、促發物與目標主體之可解釋範圍對情境脈絡之促發效果的影響

Abstract

Priming effect illustrates that “latter” judgments are sensitive to the “former” context in which they are made (Herr, 1989; Meyers-Levy, 1989). What’s more, due to the priming effect, primed stimuli often bring up other two related effects subsequently to influence people’s judgment of a target object. When there comes the assimilation effect, judgments of the target will move “toward” the prime. On the other hand, judgments of the target will move “away from” the prime when “contrast effects” happen. Such effects have been studied for a period of long time. A newly-built Dimensional Range Overlap Model proposed by Chien (2002) has offered a more comprehensive and broader perspective to explain the underlying process of context effects of assimilation and contrast. The model suggests that when there is an overlap (no-overlap) between the target’s range and the prime’s range on the relevant judgment dimension, assimilation (contrast) effects are supposed to occur. In addition, among previous literatures, there lies apparent discrepancy of the effect of the category of prime (belonging to target category or not) on the occurrence of assimilation and contrast effect. Thus, due to its greater generalizability proven in Chien’s study (2002), it may be a useful model to test the practical role of the category of prime playing in assimilation and contrast. Not only the influences of the category of prime but also the ambiguity of target (familiar or new brand) on priming effects will be studied through the Dimensional Range Overlap Model in this current research. Therefore, a 2 (the category of prime: target category/ non-target category) *2 (the ambiguity of target: familiar/ new) * 2 (dimensional range: overlap/ non-overlap) between-participants factorial design is involved. Finally, it demonstrated that it is indeed the overlap/ non-overlap between the target’s range and the prime’s one on the relevant judgment dimension predominate the occurrence of assimilation and contrast effects, neither the category of prime nor the ambiguity of target. With this conclusion, the contradiction resulting from previous studied is explained through the Dimensional Range Overlap Model; also, several management and marketing implication can be provided to enhance brand image, appreciation, and finally maximize the profit.