雙重促發物在同化與對比情境下對目標物之促發效果： 延伸自解釋範圍重疊模型

Priming Effects of Dual Primes under Assimilation and Contrast Conditions- An Extension of Dimensional Range Overlap Model

高淑敏(Shu-Min Kao)

指導教授 ： 簡怡雯

國立臺灣大學/管理學院/商學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.02644

摘要

本研究以互動假設(Hsiao 2002)和解釋範圍重疊模型(Chien, Wegener, Hsiao and Petty 2010)為基礎，企圖了解雙重促發物對於目標物評價之影響機制。首先，根據互動假設，我們假定雙重促發物會先行影響彼此，若是彼此具有重疊，會同時向彼此靠近，若是彼此並不重疊，則會同時遠離彼此。而對於移動後的雙重促發物則將根據DROM 進一步推測其對目標物之影響，我們假定受到移動後的兩個促發物之綜合效果會共同影響目標物之移動，如兩個促發物位於目標物的兩側，且不重疊，則兩促發物將先行發生對比作用因而彼此遠離，移動後兩促發物仍舊不與目標物重疊，因發生對比作用產生兩個相反的推力，目標物將會趨向不動。
根據以上的理論基礎與對於雙重促發物之促發效果的推斷，我們採用了兩階段的實驗設計，透過將實驗分解為兩階段，將可有助於了解雙重促發物影響目標物評價之機制，而兩階段的實驗皆會分別檢測同化效果與對比效果兩種情境，且皆會由受測者根據給定之尊貴範圍發想促發物。首先，第一階段的實驗主要在驗證雙重促發物彼此之間的影響與交互作用。而第二階段的實驗，則是請受測者先行接觸兩個促發物後，再進行目標物的態度評價，藉此驗證雙重促發物對於目標物評價之影響是否符合假說預測。
而雖然最終實驗結果未能在統計上顯著的支持本研究所提出的假說，但數據所呈現的促發物與目標物移動方向的趨勢皆符合假說。透過事後檢討，若能將實驗過程改為招募受測者，提高作答環境之品質，將更有可能提高實驗之顯著性。此外，本研究將促發效果之探討延伸至多重促發物之領域，將更能符合現實情境並且提高管理意涵。

關鍵字

促發效果 ； 雙重促發物 ； 對比效果 ； 同化效果 ； 解釋範圍重疊模型 ； 互動假設

並列摘要

Based on Reciprocity Hypothesis(Hsiao 2002)and Dimensional Range Overlap Model (Chien, Wegener, Hsiao and Petty 2010), the main purpose of the current study is to examine the consequence in dual primes condition and construct the mechanism. According to Reciprocity Hypothesis, two primes would move toward to each other if they overlap and move away from each other if there is no overlap. Then, the shifted primes would affect target independently according to the mechanism of the Dimensional Range Overlap Model.
Based on the theory foundation, we conducted the two-stage experiment. Both assimilation and contract condition will be tested in two stages. In first stage, we examine the interaction between dual primes. In second stage, we confirm the hypothesis about the effect of dual primes on the target after the participants saw the dual primes.
Although the results of experiments did not support our hypothesis significantly, the tendency of shifted primes and target is aligned with the hypothesis. Besides, the current study has extended the priming effect into multiple prime conditions, which is more consistent with real situations.

並列關鍵字

priming effect ； dual primes ； assimilation effect ； contrast effect ； reciprocity hypothesis ； dimensional range overlap model

參考文獻

Chien, Y. W., Wegener, D. T., Hsiao, C. C., & Petty, R. E. (2010).“Dimensional range overlap and context effects in consumer judgments.”Journal of Consumer Research, 37(3), 530-542.

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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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——— (1989). “Primingprice:Prior knowledge and context effects.”Journal of Consumer Research, 16, 67-75