探討可傳達期望：利用促發效果影響消費者期望

Deliverable Expectation: Priming Strategy in Affecting Consumer‘s Expectation

王櫻霖(WongYin Ling)

指導教授 ： 劉恒逸

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00112

摘要

促發效果可以影響人的預期心理以及行為舉止。過去，有許多學者在探討促發效果對消費者預期心理及行為的影響，但鮮少的學者探討促發效果如何應用在企業策略上。本論文進行兩次實驗設計以探討促發效果如何減低消費者不滿意度。在實驗（一）使用紅酒檢測受試者的不滿意度於兩組不一樣的情景下：沒有期望及有期望，結果顯示有期望受試者比沒有期望受試者的不滿意度低，然而，在實驗（二）使用漢堡檢測受試者的不滿意度於兩組不一樣的情景下：沒有期望及有期望，結果顯示有期望受試者比沒有期望受試者的不滿意度高。結果顯示參考價格影響受試者對待商品或服務的不滿意度。在實驗（一）的第一個部分中，建立了有期望的受試者的參考價格，受試者的參考價格是從沒有至有。同時，在實驗（一）的第二、三部分是利用促發效果影響消費者的預期心理及行為，使用的促發分別為解說員及古典音樂。在解說員和古典音樂促發的情景下，結果顯示與促發效果理論相互對應，利用促發效果顯然能降低受試者不滿意度。本論文也採用多重個案分析以探討促發效果的應用以及如何影響消費者。

關鍵字

促發效果 ； 消費者期望 ； 消費者不滿意度

並列摘要

Previous research has shown that via priming effect one‘s expectation, behavior and perception would change in unawareness. Present thesis extends these findings into firm‘s strategy by case analyze and experiments. In ExperimentⅠ(first part) which is used red wine to examining participant dissatisfaction under no expectation condition and positive expectation condition and it showed that participants whose in positive expectation condition are less dissatisfied then no expectation condition, whereas, in Experiment Ⅱwhich is used burger to examining participant dissatisfaction under no expectation condition and positive expectation condition and it showed that participants whose in positive expectation condition are more dissatisfied then no expectation condition. This is because participant‘s reference price affecting in participant‘s dissatisfaction. Given expectation to participant also create a reference price to them. In ExperimentⅠ(second and third part) showed that via participant‘s dissatisfaction decrease via priming effect. In addition, case study used in present thesis to found out the implications and effects of priming strategy which shift consumer‘s expectation in firm.

並列關鍵字

Priming ； Consumer’s expectation ； Consumer’s dissatisfaction

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