調節焦點對尋求多樣化之影響

The Effect of Regulatory Focus on Variety-Seeking Behavior

趙庭瑋(Ting-Way Chao)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.02163

摘要

調節焦點理論將個體分為促進型焦點以及預防型焦點兩種，此兩種不同類型的人在滿足需求、追求的目標、對結果的期待與反應以及策略手段的訴求上都有所不同。促進型焦點所追求的撫育(Nurturance)的滿足，追求的是理想(Ideal)的目標，對於正面結果的出現(Gain)會感覺到愉悅，而對於正面結果的消失(Non-gain)會感覺到痛苦，而為了確保正面結果的出現，他們會使用趨近策略手段(Approach strategic means)以達到他們的目標。預防型焦點所追求的是安全(Security)的滿足，追求的是應當(Ought)的目標，對於負面結果的消失(Non-losses)會感覺到愉悅，而對於負面結果的出現(Losses) 會感覺到痛苦，而為了確保負面結果的消失，他們會使用躲避策略手段(Avoidance strategic means)以達到他們的目標。
此兩種調節焦點的個體在心理反應上的不同，是否可運用到市場上的實際運用是一個有趣的課題。在Higgins的研究當中(Crowe and Higgins, 1997)，使用了蔬果分類來進行實驗，看兩種調節焦點的個體是否會有不同的分類反應。此結果是否能夠推行到所有的產品是我們關切的課題，因此本實驗使用了三種產品，來檢測兩種調節焦點的消費者是否會有不同的分類傾向。本研究結果發現：一、促進焦點型消費者會有較高的產品分類傾向，二、在低涉入產品中，兩種調節焦點的消費者對於購買到錯誤產品的後悔程度並沒有顯著差異。

關鍵字

調節焦點 ； 尋求多樣化行為 ； 後悔程度

並列摘要

The regulatory focus theory defines that there are two kinds of individuals, promotion focus and prevention focus. They are different in serving fundamentally different needs, relation to desired end-states, and approach matches to desired end-states. Promotion focus concerns about the needs of nurturance, ideal goals, sensitivity to presence or absence of positive outcomes, and approach as strategic means. Prevention focus concerns about the needs of security ought goals, sensitivity to absence or presence of negative outcomes, and avoidance as strategic means.
We are interesting in whether the difference between promotion focus and prevention focus can be applied to the real market. Crowe and Higgins (1997) examined the effects of regulatory focus on sorting of fruits and vegetables. All we concern is that whether the result will be applied to other products. So in our research, we use three kinds of products to examine whether different regulatory focus will have different sorting tendency. The research shows that the promotion focus consumers will have more sorting. And, the difference between the promotion focus consumers and prevention focus consumers toward the regret of buying the wrong products are not significant.

並列關鍵字

Regulatory Focus ； Variety-Seeking Behavior ； Regret

參考文獻

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