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研究生:楊宗燁
研究生(外文):Yang, Tzung-Ye
論文名稱:相同重疊範圍下目標物、周邊刺激物範圍對同化效果影響之研究:解釋範圍重疊模型之延伸
論文名稱(外文):How May Target Width、Context Width in the Condition of the Same Overlap Lead to Differential Assimilation Effect:The Extension of Dimensional Range Overlap Model
指導教授:蕭中強蕭中強引用關係
指導教授(外文):Hsiao, Chung-Chiang
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:45
中文關鍵詞:解釋範圍重疊模型促發效果目標物範圍周邊刺激物範圍
外文關鍵詞:Dimensional Range Overlap ModelPriming EffectsWidth of Target RangeWidth of Context Range
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本研究延伸Chien, Wegner, Hsiao, and Petty (2010)提出的解釋範圍重疊模型(Dimensional Rang Overlap Model),模型主張目標物(Target)與周邊刺激物(Context)皆有一解釋範圍,解釋範圍中有一中心傾向(central tendency)可作為目標物或是周邊刺激物的最適值(representative value),若目標物與周邊刺激物重疊(overlap),則會產生同化效果(Assimilation Effect);若目標物與周邊刺激物不重疊(non-overlap),則產生對比效果(Contrast Effect)。本篇論文聚焦於同化效果,主要探討在相同的重疊範圍的情況之下,目標物與周邊刺激物的範圍寬窄是否影響到同化效果的大小。
本研究採組內設計,分兩階段進行實驗,實驗主要衡量目標物與周邊刺激物的最適代表值、最低值以及最高值,共有四個假說,除了假說二部分成立外,其餘假說皆成立,假說一為固定目標物範圍,變動周邊刺激物範圍,周邊刺激物範圍越寬,同化效果越大;假說二為固定周邊刺激物範圍,變動目標物範圍,目標物範圍越寬,同化效果越大;假說三為同時變動目標物與周邊刺激物範圍,目標物越窄、周邊刺激物越寬的情況下,同化效果越大;假說四為驗證解釋範圍重疊模型,重疊範圍越大,同化效果越大。

關鍵字:解釋範圍重疊模型、促發效果、目標物範圍、周邊刺激物範圍
The study is based on Dimensional Range Overlap Model( Chien, Wegner, Hsiao & Petty, 2010) to have further discussion. The target or context can be interpreted for a range along a specific judgemental dimension. In the range of target or context , it has central tendency to represent the value of target or context. Assimilation effects can occur, when the range of target and context has overlap. If the range of target and context has non-overlap, contrast effects occur. The study focus on assimilation effects to have further discusssion on the conditon of same overlap to discuss whether the range of target or context has the impact of the assimilation effects.
The study is taken by within participant design. We have two stages for the experiment and measure the representative value of the target and context and the width of the target and context range. Hypothesis 1 is to fixed the width of the target range, and variable the width of the context range. If the width of the context range is wider , the stronger the assimilation effects occur . Hypothesis 2 is to fixed the width of the context range, and variable the width of the target range. If the width of the target range is wider , the stronger the assimilation effects occur . Hypothesis 3 is to variable the width of the target and context range at the same time. Assimilation effects would be stronger in the condition that the width of the target is more narrow and the width of the context is wider. Hypothesis 4 is to verify the Dimensional Range Overlap Model. If the target and context has more overlap , the stronger assimilation can occur. All hypothesis confirm except for hypothesis 2.

Key words : Dimensional Range Overlap Model, Priming Effect, Width of Target Range, Width of Context Range
目次
致謝詞 II
摘 要 III
英文摘要 IV
表次 VII
圖次 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第二章 文獻探討 3
第一節 促發效果 3
第二節 同化效果與對比效果 4
ASSIMILATION EFFECTS AND CONTRAST EFFECTS 4
第三節 解釋範圍重疊模型 5
THE DIMENSION RANGE OVERLAP MODEL 5
第四節 相互假設 6
RECIPROCITY HYPOTHESIS 6
第三章 研究架構與假說 7
第一節 研究架構 7
第二節 研究假說 8
第四章 研究方法 17
第一節 研究概述 17
第二節 實驗設計 18
第三節 實驗流程 18
第五章 實驗結果 21
第一節 操弄檢定:重疊效果 21
第二節 成對樣本T檢定 22
第三節 假說檢定 27
第六章 結論與建議 41
第一節 總結 41
第二節 研究限制與未來發展 42
第三節 研究創新 43
參考文獻 44
高佳薇(2014)。相同重疊範圍對同化效果影響之研究:解釋範圍重疊模型之延伸。碩士論文。台北:國立臺灣師範大學
Chien, Y., Wegner, D.T., Hsiao, C., Petty, R.E., (2010) Dimensional Range Overlap and Context Effects in Consumer Judgements. Journal of Consumer Research, 37(October), 530-542
Herr, P. M. (1989). Priming price: Prior knowledge and context effects. Journal of Consumer Research, 16, 67-75
Herr, P. M., Fazio, R. H., & Sherman, S. J. (1983). On the consequences of priming: Assimilation and contrast effects. Journal of Experimental Social Psychology, 19, 232-340
Higgins, E. Tory, Carl R. Jones, & William S. Rholes (1977). Category Accessibility and Impression Formation. Journal of Experimental Social Psychology, 13 (March), 141-154
Higgins, E. Tory, Carl R. Jones, & William S. Rholes (1977). Category Accessibility and Impression Formation. Journal of Experimental Social Psychology, 13 (March), 141-154
Higgins, E. Tory, Bargh, J.A., & Lombardi, W.J.(1985). Nature of priming effects on Categorization. Journal of Experimental Psychology: Learning, Memory, and Cognition , 11, 59-69
Hsiao, C. (2002) The Reciprocity Hypothesis As an Explanation of Perception Shifts in Product Judgement. Dissertation, Purdue University.
Meyers-Levy, Joan and Brian Sternthal, & Meyers-Levy, J.(1993). A Two-Factor Explanation of Assimilation and Contrast Effects. Journal of Marketing Research, 30, 359-368
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