二重促發物之周邊效果：正向寬解釋範圍及正向窄解釋範圍之促發物對產品判斷之影響

本研究以解釋範圍重疊模型(Chien, Wegener, Hsiao, and Petty 2010) 和互動假設 (Hsiao 2002)為基礎，探討在產品判斷時，二重促發物和確定性對於主體目標和促發物的效果。我們假定在二重促發物的情況下，兩個促發物會先影響彼此，而一起同化（促發物往彼此靠近）或更為對比（往與另一促發物移動之反方向移動）。此外，確定性也會影響促發物的移動幅度，當受測者對於促發物有較高的確定性，則促發物的移動幅度會較小；反之，當受測者對於促發物的確定性較低，促發物移動幅度會較大。最後，我們假定受二重促發物影響而移動後的綜合效果若與目標主體的解釋範圍重疊，則會有同化效果；但若沒有與目標主體的解釋範圍重疊，則預期會產生對比效果。為了驗證上述假設，我們運用組內受測者的實驗法進行研究。我們請受測者選出適合的目標主體、一個具有正向且窄解釋範圍的促發物、和另一個有正向且寬解釋範圍的促發物。首先，我們驗證解釋範圍有重疊的促發物與目標主體會否彼此同化，再驗證確定性與促發物和目標主體移動幅度是否為反向變動，亦即當確定性較高時，促發物和目標主體之移動幅度較小；反之，當確定較低時，促發物和目標主體之移動幅度較大。儘管我們的實驗結果未能顯著支持假設，但是研究結果有符合預期假設的趨勢。除此之外，我們發現本實驗結果有趨中系統性移動的現象，這可能是因為組內受測者的實驗設計讓受測者在填答多次問卷後，產生疲累而快速填答所致。雖然目前本實驗未能驗證假設，但若能依據我們所建議的改善後研究方法，應能消除系統性移動現象，而更能驗證目前假設。

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；確定性；互動假設

並列摘要

The present study examined the effect of dual primes as well as the effect of certainty about target range and prime range on product judgment based on Dimensional Range Overlap Model (Chien, Wegener, Hsiao, and Petty 2010), and Reciprocity Hypothesis (Hsiao 2002). It is proposed that the dual primes shall first influence each other, such as assimilating toward or contrasting away from each other. It is assumed that when people hold higher certainty about one prime, the magnitude of shift for the prime will be less, and vice versa. Moreover, it is proposed that when the combined effect of dual primes has an overlap with the target, assimilation effect is expected to occur; however, when there’s no overlap, contrast effect is more likely to occur. To test the above propositions, a within participant study was conducted. We asked participants to identify a suitable target, a positive narrow prime and a positive wide prime. First, we examined whether the primes which have overlaps in interpretation range will assimilate toward each other. Then, we checked if corresponding high certainty leads to smaller magnitude of shifts and vice versa. Even though we didn’t see significant result in our experiment to support our hypothesis, there’s a tendency that follows the predicted pattern. In addition to that, we notice a phenomenon of systematic shift toward the center happening, which might be due to participants’ fatigue from the within participant design that asks participants to do several questionnaires. Though so far we cannot prove our predictions, we have suggested future research method which we assume can help eliminate the systematic shift, and thus better test our current hypotheses.

並列關鍵字

Priming effects ； Assimilation effects ； Contrast effects ； the Dimensional Range Overlap Model ； Multiple Prime ； Reciprocity Hypothesis ； Certainty

參考文獻

Bassili, J. N. (1996). Meta-judgmental versus operative indexes of psychological attributes: The case of measures of attitude strength. Journal of Personality and Social Psychology Bulletin, 71, 637–653.

Chien, Y. W., D. T. W., Chung‐Chiang Hsiao, and Richard E. Petty. (2010). Dimensional Range Overlap and Context Effects in Consumer Judgments. Journal of Consumer Research, 37, 530-542. doi: 10.1086/652415

Gross, S. R., Holtz, R., & Miller, N. (1995). Attitude Certainty. In R. E. P. J. A. Krosnick (Ed.), Attitude strength: Antecedents and consequences (pp. 215- 245). Mahwah, NJ: Erlbaum.

Herr, P. M. (1989). Priming Price: Prior knolwdge and context effects. Journal of Consumer Research, 16(1), 67-75.

Herr, P. M., Sherman, S.J., and Fazio, R. H. (1983). On the consequences of priming Assimilation and Contrast Effects. Journal of Experimental Social Psychology, 19(232-340).

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二重促發物之周邊效果：正向寬解釋範圍及正向窄解釋範圍之促發物對產品判斷之影響

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