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研究生:蔡卓勳
研究生(外文):Chou-Hsun Tsai
論文名稱:對比內容造成刻板印象的極端性並影響不一致資訊的效果
論文名稱(外文):The Moderateing Role of Comparative Context in Stereotype Extremity and Incongruency: Contrast Effect
指導教授:簡怡雯簡怡雯引用關係
指導教授(外文):Yi-Wen Chien
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:65
中文關鍵詞:對比內容不一致資訊產品刻板印象
外文關鍵詞:Incongruent InformationStereotypeComparative Context
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摘 要
本篇研究藉由過去關於對比效果的研究、以及改變刻版印象的理論,探討在加入對比內容的情況下,是否會影響到刻板印象的形成與改變。研究的主要目的,是針對刻板印象在遇到不一致新資訊時的改變與否,是否會受到對比內容所影響。在實驗中,本研究藉由虛擬產品所形成的品牌印象(刻板印象),研究一個品牌在有競爭品牌(對比內容)的情況之下,品牌印象受到新產品(不一致新資訊)的影響程度,是否會因為對比品牌的加入而有不同的結果。研究中同時透過集中趨勢(平均值),與所涵遢d圍來衡量刻板印象的改變,並藉由涵遢d圍的衡量,判斷新資訊與刻板印象範圍的重疊,進一步地解釋並預測刻板印象是否會被改變。實驗結果發現對比內容先造成刻板印象的涵遢d圍變窄,因而使得新的不一致資訊與原有的刻板印象涵遢d圍較不可能重疊。在此情形之下,原有的刻板印象將較不容易被新的不一致資訊改變。
Abstract
The main propose of the study is to examine the moderating role of comparative context effect in stereotype change. By using two measurements:mean (central tendency), and interpretation range, this study predicted that, when there is a comparative context brand, the stereotype of the target brand will be formed more extreme and will be less likely to be changed by the incongruent information. The results of the experiments show that the stereotype will become extreme on interpretation range, and therefore has little range overlapped with the incongruent information. As a result, the stereotype will not changed by the incongruent information under the comparative contextual condition.
目錄
頁數
謝 詞…………………………………………………………… 三
中文摘要 …………………………………………………………四
英文摘要 …………………………………………………………五
目 錄 ………………………………………………………… 六
表�Z次 ……………………………………………………………八
圖�Z次 ……………………………………………………………九

第一章 研究動機與目的 1
第一節 研究動機與目的 1
第二節 本研究與過去的差異 2

第二章 文獻探討 6
第一節 刻板印象 6
第二節 刻板印象的改變 7
第三節 不一致的資訊 9
第四節 對比內容 10

第三章 研究架構與研究假設 12
第一節 研究架構 12
一、 刻板印象的形成階段 13
二、 刻板印象的改變階段 13
三、 衡量方式 14
第二節 研究推論 15
一、 對比的內容的效果 15
二、 新資訊的不一致程度 16
三、 刻板印象的改變 18
第三節 研究假設 21
一、 假設一 22
二、 假設二 23
三、 假設三 23


第四章 研究方法 25
第一節 研究設計 25
第二節 研究流程 28
第三節 變數定義 30
一、自變數 30
二、應變數 31

第五章 研究結果 33
第一節 實驗結果 33
一、樣本來源 33
二、操弄檢驗 33
三、實驗結果 34
第二節 小結 41

第六章 結論與建議 44
第一節 研究結論 44
第二節 研究貢獻 45
一、學術上 45
二、行銷實務上 46
第三節 研究限制與討論 47
一、 推論的限制 47
二、 實驗的限制 47
三、 樣本的限制 49
第四節 未來研究方向 50

參考文獻 53

附錄一 本研究問卷 56
參考文獻
英文部分
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