罪惡與羞慚對消費者決策的對比效應

人們常藉由休閒或旅遊活動調適心情，情緒體驗亦為從事這些活動的關鍵因素。最近研究指出負向心情對於人們決策扮演重要角色，負向心情的調適是否旅遊偏好或決策有所影響呢？本研究根據心情修補假說，檢驗罪惡、羞慚兩種負向心情對於旅遊偏好的對比效應。根據罪惡、羞慚的本質，對於旅遊的偏好而言，由於罪惡者重視謙虛、利他與分享、以及犧牲，應該偏好低自我彰顯的旅遊活動，對於熟識同伴有較高的親和需求，傾向認同自力解脫的宗教信念。對於羞慚者而言，由於極欲挽救外在貶抑眼光，重視面子與社會贊許，透過社會贊許等外力以求解脫，應該偏好高自我彰顯的旅遊活動，對於熟識同伴的親和需求較低，較認同他力解脫之宗教信念。前測建立罪惡與羞慚兩種心情的實驗操弄典範，正式實驗採取單因子受試者間設計，自變項包括焦慮與難過兩種情緒狀態，依變項為旅遊選擇組合的相對偏好與選擇。研究發現支持心情修補假說的預測，顯示罪惡與羞慚的心情對於消費者的旅遊決策存在對比效應。

關鍵字

心情修補假說；消費者決策；旅遊偏好；羞慚；罪惡

並列摘要

People usually engage in leisure or travel activities to adjust mood: and emotional experiences are one of the crucial parts of these activities. Recently researches have found that negative moods play a critical role on individuals' decision making. Based on mood-repair hypothesis, this research was aimed to examine the contrasting effect of guilt and shame on travel preferences. According to the essence of the two negative moods, individuals with guilt are likely to appreciate humidity, to engage in prosocial and sharing behaviors, and to sacrifice them for liberalization. Thus, they tend to prefer lox self-pride activity, possess higher need of affiliation for familiar partners, and appreciate independent-salvation on religious belief in travel experiences. On the contrary, individuals with shame are apt to save others' depreciation, to appreciate face and social approval, and to liberalize from negative mood by social appreciation. Therefore, they tend to prefer high self-pride activity, possess lover need of affiliation for familiar partners. and appreciate dependent-salvation on religious belief in travel experiences. The results of laboratory experiment supported the predictions and indicated that there were prominent differential impacts of guilt and shame on travel's decision-making.

並列關鍵字

mood-repair hypothesis ； decision-making ； travel preferences ； shame ； guilt

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罪惡與羞慚對消費者決策的對比效應

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