現今廣告實務中，常見廠商使用感性訴求的設計手法，來喚起觀眾的特定情緒，試圖藉此提升觀眾的態度反應與購買意願，其中尤以性訴求及幽默訴求受到大量的使用。然而相關研究卻發現，兩種感性訴求手法雖能吸引消費者目光，但在產品相關記憶、認知、行為意願的影響卻不如預期，如何改善感性訴求的效果，應為廠商相當關切的議題，本研究認為，或許可在廣告中加入不同的設計(即認知導向的心理模擬)，以強化消費者對於廣告產品之連結。鑑此，本研究主要探討在不同類型的感性訴求廣告中，應採取何種心理模擬機制來產生較佳之廣告效果，並考量廣告產品涉入程度之可能干擾，此外，亦比較不同類型感性訴求廣告之相對效果。
本研究採取2 (心理模擬:過程導向vs.結果導向) x 2(廣告訴求類型：性vs.幽默) x 2(產品涉入程度：高vs.低)的受測者間實驗設計來檢驗五個假說。研究結果顯示：(1) 在感性訴求廣告中，加入心理模擬確實能產生較佳的廣告效果，且結果導向之心理模擬的效果又優於過程導向；(2) 幽默訴求 (相較於性訴求) 可以產生較佳的廣告態度；(3) 性訴求廣告使用結果導向之心理模擬有較佳之效果，幽默訴求廣告則使用過程或結果導向之心理模擬效果無異；(4) 高涉入產品採用過程模擬有較佳之效果；而低涉入產品採用結果模擬具有較佳之廣告效果；(5) 在廣告訴求類型及產品涉入程度的不同組合情況下，心理模擬類型的相對效果亦將產生變化。本研究結果有助於得知在情感導向的廣告中，加入認知型心理模擬機制的作用，並以情感訴求、產品涉入之觀點，釐清過程導向、結果導向心理模擬的相對效果；而在實務意涵上，可提供廠商如何選擇適當的感性訴求手法之建議，並可因應不同感性訴求、不同涉入之產品，於廣告中加入合適的心理模擬類型。

Nowadays, in advertising practices, it is common to observe that practitioners try to improve the audience’s attitudinal responses and purchase intentions through evoking specific emotions by the use of emotional appeals. Among various emotional appeals, sex appeals and humor appeals are heavily used. Related research reveal that these two emotional appeals can successfully attract the attention of consumers, but their effects on affecting procut-related memory, cognition, and behavioral intentions are not as good as expected. How to improve the effects of emotional appeals is the considerable concern of practitioners. This study suggests that adding different designs in advertisements (i.e., cognitive-oriented mental simulation) might strengthen the link of consumers toward the advertised product. Accordingly, this study explores which types of mental simulation should be used to generate better advertising effects in different types of emotional appeal advertising. Moreover, it also examines the possible moderation of product involvement and compares relative effects of different types of emotional appeal advertising.
This study conducts a 2 (mental simulation: process-focused vs. outcome-focused) x 2 (types of advertising appeals: sex vs. humor) x 2 (product involvement: high vs. low) between-subjects factorial experiment to test five hypotheses. The analytical results reveal the following. (1) In emotional appeal advertising, adding the mechanism of mental simulation can produce better advertising effectiveness. Additionally, outcome-focused mental simulation has better effects than does process-focused mental simuation. (2) Humor appeals (compared to sex appeals) can generate better ad attitudes. (3) Sex appeal advertising using outcome- focused mental simulation generates better effects, while using process-focused or outcome-oriented mental simulation generates equivalent effects in humor appeal advertising. (4) High-involvement products using process-focused mental simulation and low-involvement products using outcome-focused mental simulation have better advertising effects. (5) In different combinations of advertising-appeal types and product involvement, the relative effects of the types of mental simulation are diversified. The research results contribute to understanding the effects of adding the cognitive mechanism (i.e., mental simulation) in emotional appeal advertising. Additionally, it helps to clarify the relative effects between process-focused and outcome-focused mental simulation by considering the moderation of emotional appeals and product involvement. It also provides practical implications on how to select effective emotional appeals and how to determine the types of mental simulation used in the ads depending on different emotional appeals and products with varying involvement.

論文審定書……………………………………………………………………………..i
誌謝……………………………………………………………………………………ii
中文摘要……………………………………………………………………………..iii
英文摘要………………………………………………………………………………iv
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究問題 5
第四節　研究目的 6
第二章　文獻探討 7
第一節　情緒 7
　　一、情緒的意義 7
　　二、情緒理論 8
第二節　愉悅VS.喚起 9
　　一、情緒與喚起 9
　　二、愉悅 9
　　三、喚起 9
第三節　性訴求(Sex appeal) 10
　　一、性訴求定義 10
　　二、性訴求廣告 12
第四節　幽默訴求(Humor appeal) 13
　　一、幽默定義 13
　　二、廣告中的幽默訴求 13
第五節　心理模擬(Mental Simulation) 15
一、心理模擬意義 15
二、心理模擬類型 15
三、心理模擬之消費者相關研究 16
第六節　涉入的定義 19
第三章　研究架構與假說推論 20
第一節　研究架構 20
第二節　研究假說 21
一、心理模擬與廣告效果 21
二、廣告訴求類型與心理模擬 22
三、產品涉入程度與心理模擬 24
四、廣告訴求及產品涉入與心理模擬 25
五、廣告訴求類型對廣告效果之直接影響 28
第四章　研究方法 29
第一節　樣本與實驗設計 29
第二節　實驗刺激與前測 30
第三節　實驗程序 43
第四節　變數衡量 43
第五章　資料分析 49
第一節　研究樣本 49
第二節　變數的平均值、標準差及量表信度分析 51
第三節　研究變數之操弄性檢定與控制變數的檢定 52
第四節　假說驗證 60
　 一、實驗變數之主效果 60
二、實驗變數之干擾效果 66
第五節　討論 83
第六章　結論與建議 91
第一節　研究發現 91
第二節　理論貢獻 94
第三節　實務意函 99
第四節　研究限制 102
第五節　未來研究方向 103
參考文獻 106
附錄一 前測問券 121
附錄二 正式問券 147

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