健康飲食雖是現今生活型態主流，但在外界刺激與內在因子的影響下，你我常在無形中食用過量食品。本研究檢視悲傷情緒與鹹味間的概念隱喻關係存在與否，心理生理鹹味知覺如何產生連結，以及後續對消費者攝取不同口味食品行為之影響，並將眼淚激發、場景貼近程度與媒體多工做為影響上述過程的干擾變數，檢視個體經驗認知及外在環境如何循不同思考模式、訊息處理途徑產生影響。

本文主要採實驗法進行，搭配兩項內隱聯結測試（Implicit Association Test, IAT），共執行五個正式研究，重要發現包括：(1)接觸悲傷 (vs. 無悲傷)訊息刺激會引發消費者的心理鹹味連結，且悲傷訊息中傳遞悲傷情緒之人物表情有眼淚(vs.無眼淚)，會強化悲傷情緒對心理鹹味概念的激活；(2)一般情況下，接觸悲傷(vs. 無悲傷)訊息刺激，對生理鹹味的可及性沒有顯著影響，也不影響消費者攝取鹹食及其他口味(酸/甜/苦/辣)食品的意願；(3)當訊息刺激對消費者而言是場景貼近程度高時，悲傷(vs. 無悲傷)訊息刺激，會降低消費者生理鹹味聯想、購買鹹食的意願、但提升消費者購買其他口味(酸/甜/苦/辣)食品的意願。(4)當消費者於媒體多工情境，接觸悲傷 (vs. 無悲傷) 的刺激，會增加生理鹹味聯想，並提升消費者攝取鹹食的意願、降低消費者攝取其他口味(酸/甜/苦/辣)食品的意願。

本研究成果對食品攝取、概念隱喻、同化對比效應、媒體多工及解釋水平理論等跨領域研究具有理論貢獻，除協助消費者避免無意識的食品過量攝取，提供食品業者進行不同口味食品置入或廣告展露的情境時機參考依據，對於不同口味食品行銷研究具有重要價值外，對政府公部門把關國人飲食健康、增進消費者福祉也具有重要意義。

Although healthy diet is the mainstream lifestyle of today, under the influence of external stimuli and internal factors, we often eat too much food invisibly. This study examines whether there is a conceptual metaphorical relationship between sadness and saltiness, how the psychological saltiness links to physiological saltiness, and its subsequent effects on consumers' intake of different flavored foods. This study also examines the moderating effect of tears, the degree of stimulus scenes close to ordinary people's lives, and media multitasking to examine how individual cognitive experience and external environment exert the influence by eliciting different thinking modes and message processing routes.

This research used experimental method and implicit association test (IAT), conducting five formal studies. The important findings include the following. (1) Exposure to sad (vs. non-sad) stimuli would increase the accessibility of psychological saltiness, and when the character expressing sadness has tears (vs. no tears) would strengthen the positive impact of sad exposure on the accessibility of psychological saltiness. (2) In general, exposure to sad (vs. non-sad) stimuli has no significant effect on the accessibility of physiological saltiness, nor does it affect the intentions to consume salty foods and other flavored foods (sour/sweet/bitter/spicy). (3) When the degree of stimulus scenes close to ordinary people's lives is high, the sad (vs. non-sad) stimuli would reduce the accessibility of physiological saltiness and the intentions to consume salty foods but increase the intentions to consume other flavored foods. (4) When consumers are exposed to the sad (vs. non-sad) stimuli in the media multitasking situation, it increases the accessibility of physiological saltiness and the intentions to consume salty foods but reduces the intentions to consume other flavored foods.

The results of this research have theoretical contributions to cross-disciplinary research on food intake, conceptual metaphor, assimilation‑contrast theory, media multitasking, and construal level theory. This research helps consumers avoid unintentionally excessive food intake. It reminds the practitioners of the suitable timing of food placement and advertising exposure of different flavors of foods, so it has great value for food marketing. In addition, it is of great significance for the government agencies to guard nationals' health and increase the welfare of nationals.

目 錄
論文審定書 i
致謝 ii
摘要 iii
ABSTRACT iv
目 錄 vi
圖次 x
表次 xii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究問題 10
第四節 研究目的 10
第二章 文獻回顧 12
第一節 食品攝取相關研究 12
第二節 概念隱喻 17
第三節 同化與對比效應 23
第四節 解釋水平理論（CONSTRUAL LEVEL THEORY, CLT） 27
第五節 媒體多工(MEDIA MULTITASKING , MMT) 33
第三章 研究架構與假說 40
第一節 研究架構 40
第二節 假說推論 40
一、悲傷訊息刺激與鹹味間的隱喻關係，及眼淚激發之干擾效果 40
二、心理與生理鹹味間的同化對比效應及其對鹹味與其他口味之攝取意願之影響 44
三、場景貼近程度對心理與生理鹹味間的同化對比效應之干擾效果 47
四、媒體多工對心理與生理鹹味間的同化對比效應之干擾效果 49
第四章 研究一 52
第一節 研究方法 52
一、樣本與測驗程序設計 52
二、研究刺激 57
三、研究程序 58
四、研究一測驗說明 63
第二節 研究結果分析 65
一、研究樣本組成 65
二、假說檢驗 66
三、結果彙整 67
第五章 研究二 69
第一節 研究方法 69
一、樣本與實驗設計 69
二、實驗刺激 70
三、前測一 71
四、前測二 79
五、研究二實驗說明 84
第二節 研究結果分析 88
一、研究樣本組成 88
二、變數平均值、標準差及量表信度分析 89
三、操弄性檢驗 90
四、假說檢驗 92
五、補充分析 97
六、結果彙整 99
第六章 研究三 101
第一節 研究方法 101
一、樣本與測驗程序設計 101
二、研究刺激 102
三、研究程序 103
四、研究三測驗說明 108
第二節 研究結果分析 109
一、研究樣本組成 109
二、假說檢驗 110
三、結果彙整 111
第七章 研究四 114
第一節 研究方法 114
一、樣本與實驗設計 114
二、實驗刺激 115
三、前測三 117
四、研究四實驗說明 122
第二節 研究結果分析 126
一、研究樣本組成 126
二、變數平均值、標準差及量表信度分析 127
三、操弄性檢驗 128
四、假說檢驗 129
五、補充分析 134
六、結果彙整 136
第八章 研究五 139
第一節 研究方法 139
一、樣本與實驗設計 139
二、實驗刺激 140
三、研究程序 140
四、研究五實驗說明 141
第二節 研究結果分析 147
一、研究樣本組成 147
二、變數平均值、標準差及量表信度分析 149
三、操弄性檢驗 149
四、替代性解釋排除 151
五、假說檢驗 151
六、補充分析 158
七、結果彙整 171
第九章 結論與建議 178
第一節、研究發現 178
第二節 研究意涵 189
一、理論意涵 189
二、實務意涵 197
第三節 研究限制與未來研究方向 202
參考文獻 208
附錄 232
附錄一：研究一（研究三）判斷項目排列序 232
附錄二：研究一（研究三）問卷 238
附錄三：前測一問卷 240
附錄四：前測二問卷 244
附錄五：研究二問卷 246
附錄六：前測三問卷 252
附錄七：研究四問卷 260
附錄八：研究五問卷 265

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