雙重促發物下之周邊效果：正負促發物如何影響消費者判斷

Abstract

不同於以往的研究，「解譯範圍重疊模型」(Chien et al, 2010) 與Hsiao的「互相假設」對於分析影響消費者評價移動的促發效果是更延伸的模型。Chien et al提出的「解譯範圍重疊模型」、評量對於促發物和目標物之間的消費者態度，並從這兩者之間的解釋範圍是否重疊來決定促發效果為同化效果或對比效果。Hsiao的「互相假設」提出促發物與目標物之間的互動關係，本研究延伸這兩個理論，探討消費者受多種促發物影響後，對目標物評價的改變。本探討的是當消費者在面對一正價與一負價促發物的情況下，對目標物的評價會如何移動。 本研究的實驗結果是四個假設都不支持，但是提供商品評價如何移動的現象。

The Dimensional Range Overlap Model (Chien et al. 2010) and Hsiao’s (2002) Reciprocity Hypothesis are successful models used to analyze the movement of context effects based on consumer judgment. The Dimensional Range Overlap Model applied an overlap or non-overlap method to determine the presence of any assimilation effect or contrast effect in order to measure perceptions of consumers’ overlapping attitudes toward target stimuli and context stimuli. Hsiao (2002) developed an explanation of the contextual effect by discovering a simultaneous shift in the context stimuli and the target stimuli. The current study would like to extend these theories to examine the influence of consumers’ judgments to products under the condition of multiple primes rather than a single prime. We would like to discuss evaluation of the target shift after comparing consumer’s influence of positive and negative primes. Unfortunately, our four hypotheses are not confirmed; however, we did provide the shift tendencies based on product judgement.