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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 張重昭 | |
| dc.contributor.author | Yen-Yi Liao | en |
| dc.contributor.author | 廖彥宜 | zh_TW |
| dc.date.accessioned | 2021-06-15T13:38:31Z | - |
| dc.date.available | 2016-02-16 | |
| dc.date.copyright | 2016-02-16 | |
| dc.date.issued | 2016 | |
| dc.date.submitted | 2016-01-22 | |
| dc.identifier.citation | Aaker, J. (1991). The Negative Attraction Effect? A Study of the Attraction Effect under Judgment and Choice. Advances in Consumer Research, 18(1), 462-469.
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/51551 | - |
| dc.description.abstract | 當在選擇組合中加入一個較差的選項，會增加相對優勢選項的選擇機率，此稱為吸引效果。本研究提出決策任務型態將影響吸引效果，由於人們通常會為自己的決定尋求合理化的解釋，在選擇任務下，人們傾向於關注選項的正面特徵來幫助自己選擇一個好的選項，較差選項的加入無疑地會突顯出相對優勢選項的正面特徵，因此會誘發較高的吸引效果；然而，在拒絕任務下，由於人們傾向於關注選項的負面特徵來避免得到較差的結果，較差選項在選擇組合中的表現是各項選擇中最差的，人們會首先刪除此較差選項而留下其他兩個互有優劣的選擇，故而減弱吸引效果的發生。另外，本研究認為決策任務型態與解釋水平對吸引效果有交互作用效果。在選擇任務下，吸引效果不受解釋水平高低而影響；在拒絕任務下，低解釋水平情境下的吸引效果會顯著低於高解釋水平情境。本研究中以三項實驗來檢驗所提出的假設，且研究結果均支持假設。 | zh_TW |
| dc.description.abstract | The attraction effect refers to a situation in which adding an inferior alternative to a choice set increases the share of the relatively dominating alternative. This re-search posits that decision task type affect the attraction effect. People usually seek justification for their decisions. In a selection (or rejection) task, they are more likely to emphasize the positive (or negative) features of each option. The addition of an asymmetrically dominated decoy to a binary set of options undoubtedly provides an extra positive feature for the dominant option, and therefore induces a greater attrac-tion effect. Contrarily, in a rejection task condition, the decoy in the trinary set seems to be the worst option and would be eliminated first, and the remaining comparison is identical with the original binary condition. Therefore, the attraction effect may de-crease. Besides, the decision task type interacts with the construal level to affect the attraction effect. Specifically, a low construal level, compared with a high construal level, dampens the attraction effect to a greater extent in a rejection task than in a se-lection task. Results from three experiments support the proposed hypotheses. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T13:38:31Z (GMT). No. of bitstreams: 1 ntu-105-D99741002-1.pdf: 9033250 bytes, checksum: 51ecac17fafaa3560916eaaea66223d1 (MD5) Previous issue date: 2016 | en |
| dc.description.tableofcontents | 致謝 I
中文摘要 II Abstract III Tables V 1. INTRODUCTION 1 2. THEORETICAL BACKGROUNDS 4 2.1 The Attraction Effect 4 2.2 The Attraction Effect and Decision Task Type 6 2.3 Interaction Effects of Decision Task Type and Construal Level on Attraction Effects 9 3. METHODOLOGY 13 3.1 Study 1 Effect of Decision Task Type and Social Distance on Attraction Effect 13 3.1.1 Pretest 13 3.1.2 Method 14 3.1.3 Results and Discussion 16 3.1.4 Interaction of Decision Task Type and Construal Level 19 3.2 Study 2: Effect of Decision Task Type and Probability on Attraction Effect 22 3.2.1 Pretest 22 3.2.2 Method 23 3.2.3 Results and Discussion 26 3.3. Study 3: Effects of Decision Task Type and Temporal Distance on Attraction Effect 29 3.3.1 Pretest 29 3.3.2 Method 30 3.3.3 Results and Discussion 32 4. CONCLUSIONS 36 4.1 General Discussion 36 4.2 Theoretical Implications 40 4.3 Managerial Implications 41 4.4 Limitations and Future Research Directions 42 REFERENCE 44 APPENDIX 52 | |
| dc.language.iso | en | |
| dc.subject | 解釋水平 | zh_TW |
| dc.subject | 吸引效果 | zh_TW |
| dc.subject | 任務型態 | zh_TW |
| dc.subject | Decision Task Type | en |
| dc.subject | Attraction effect | en |
| dc.subject | Construal Level | en |
| dc.title | 選擇、拒絕與解釋水平對吸引效果之影響 | zh_TW |
| dc.title | Selection, Rejection, and Construal Level
on the Attraction Effect | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 104-1 | |
| dc.description.degree | 博士 | |
| dc.contributor.oralexamcommittee | 黃恆獎,黃俊堯,賴其勛,方文昌 | |
| dc.subject.keyword | 吸引效果,任務型態,解釋水平, | zh_TW |
| dc.subject.keyword | Attraction effect,Decision Task Type,Construal Level, | en |
| dc.relation.page | 102 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2016-01-22 | |
| 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 | |
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