廣告內常出現原料與產品的圖像，有時原料的圖像比產品圖像大，有時原料圖像比較小，本研究比較原料與產品圖像比例大和原料與產品圖像比例小對消費者感知及健康判斷上的影響，基於概念隱喻理論及常民理論為基礎，探討廣告中的不同原料與產品圖像比例如何影響消費者對產品的評價，進一步探討原料實體性及產品類型可能帶來的影響。本研究以實驗設計方法，發展三個實驗分別進行假設驗證。實驗一檢測原料與產品圖像比例對產品評價的影響，透過操弄原料與
產品圖像比例大和原料與產品圖像比例小，並探討感知天然度及感知健康度是否為產品評價背後的行為機制，實驗二則檢測在高或低原料實體性的情況下，原料與產品圖像比例對產品評價的影響，最後實驗三是檢測在產品被認定健康與否的情況下，原料與產品圖像比例對產品評價有何影響。
本研究結果發現，相比於原料與產品圖像比例小，原料與產品圖像比例大能 提升消費者的產品評價，且原料與產品圖像比例大所引起的感知天然度與感知健 康度為消費者在產品評價行為背後的機制。 然而，本研究發現產品之原料與產 品圖像比例對產品評價的影響會受到原料高實體性所削弱，當廣告呈現原料低實 體性時，原料與產品圖像比例大能提升消費者的產品評價，但當廣告呈現原料高 實體性時，原料與產品圖像比例對於產品評價並無明顯差異。此外，本研究發現 產品類型干擾原料與產品圖像比例對產品評價的影響，當產品類型為健康產品 時，原料與產品圖像比例大能提升產品評價，但當產品類型為不健康產品時，原 料與產品圖像比例對產品評價則無顯著差異。本研究最後根據實驗結果討論理論 貢獻，再提出實務貢獻，提供行銷人員在未來產品廣告策略上的建議。

This research compares two types of advertising images: a large ingredient- product image ratio and a small ingredient-product image ratio. It aims to investigate how different ingredient-product image ratios in advertisements affect consumers’ product evaluation base on the conceptual metaphor theory and lay belief theory. The research further examines ingredient entitativity and product type as boundary conditions. Three experiments are conducted to test the proposed hypotheses. Study 1 investigates the effects of ingredient-product image ratio in advertising by comparing large and small ingredient-product image ratios. It also explores perceived naturalness and perceived healthiness as the underlying mechanisms. Study 2 investigates the moderating role of ingredient entitativity. Finally, Study 3 investigates how product type moderates the effects of ingredient-product image ratio on product evaluation.
The results of the research show that, compared with the product advertisement that displays a small ingredient-product image ratio, a large ingredient-product image ratio enhance consumers’ product evaluation. Perceived naturalness and perceived healthiness are identified as the underlying mechanisms that explain why a large ingredient-to-product image ratio leads to higher product evaluations than a small ingredient-to-product image ratio. The advantageous effects of the large ingredient- product image ratio are weakened by ingredient entitativity. When exposed to low ingredient entitativity, participants give higher product evaluations to a large ingredient- to-product image ratio than to a small ingredient-to-product image ratio. However, no such differences between the large and the small ingredient-product image ratios on product evaluation are found when the image of high ingredient entitativity is presented.
In addition, when the product is perceived as virtue, the large ingredient-product image ratio enhances product evaluation (vs. small ingredient-product image ratio). However, no such differences are found when the product is perceived as vice. The findings provide marketing implications in advertising strategy, which allows marketers to design advertisements to maximize persuasion.

論文審定書 ⅰ
摘要 ⅱ
ABSTRACT ⅲ
目錄 ⅴ
圖次 ⅷ
表次 ⅹ
第壹章 緒論 1
第一節 前言1
第二節 研究背景 1
第三節 研究動機 4
第四節 研究目的與問題 7
第五節 研究架構與研究流程 7
第貳章 文獻探討 9
第一節 前言9
第二節 圖像大小對廣告效果的影響9
第三節 常民理論對食物感知的影響16
第四節 感知天然度19
第五節 感知健康度 22
第六節 實體性 27
第七節 產品類型36
第八節 小結45
第參章 研究假設發展與方法 46
第一節 前言46
第二節 研究假設與架構 46
第三節 實驗設計建立50
第四節 小結 51
第肆章 實驗一設計與結果分析 52
第一節 前言52
第二節 研究變數的操作型定義與衡量 52
第三節 研究設計 55
第四節 實驗一研究結果分析56 60
第五節 小結64
第伍章 實驗二設計與結果分析 65
第一節 前言65
第二節 研究變數的操作型定義與衡量 65
第三節 研究設計 68
第四節 實驗二研究結果分析 69
第陸章 實驗三設計與結果分析 81
第一節 前言81
第二節 研究變數的操作型定義與衡量 81
第三節 研究設計84
第四節 實驗三結果分析 85
第柒章 結論與建議 97
第一節 前言97
第二節 研究結果與討論 97
第三節 研究貢獻 98
第四節 研究限制102
第五節 未來研究建議102
第六節 小結 104
參考文獻 106
附錄一:實驗一問卷 1(原料與產品圖像比例大)121
附錄一:實驗一問卷 2(原料與產品圖像比例小 125
附錄二:實驗二問卷 1(原料與產品圖像比例大 X 原料高實體性)129
附錄二:實驗二問卷 2(原料與產品圖像比例大 X 原料低實體性)134
附錄二:實驗二問卷 3(原料與產品圖像比例小 X 原料高實體性) 139
附錄二:實驗二問卷 4(原料與產品圖像比例小 X 原料低實體性)144
附錄三:實驗三問卷 1(原料與產品圖像比例大 X 不健康)148
附錄三:實驗三問卷 2(原料與產品圖像比例小 X 不健康)153
附錄三:實驗三問卷 3(原料與產品圖像比例大 X 健康) 159
附錄三:實驗三問卷 4(原料與產品圖像比例小 X 健康)164

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