本研究欲探討疾病線索對消費者高色彩亮度偏好的影響，本研究同時也探討人們對疾病的恐懼感增加了他們對希望感的追尋，進而增強人們對高色彩亮度的偏好。本研究共進行四個實驗。實驗一探討接觸疾病線索如何影響消費者對高色彩亮度（相對於低色彩亮度）的偏好，以及對疾病的恐懼感和對希望感的追尋作為連續的潛在機制。實驗二探討與引起恐懼的非疾病線索相比，疾病線索增加消費者對色彩亮度更高的產品的關注和偏好。實驗三探討儀式感的調節作用，而實驗四探討手部清潔動作作為影響疾病線索的邊界條件。
實驗結果顯示，與非疾病線索相比，接觸疾病線索後消費者對高色彩亮度的偏好增加，疾病引起的恐懼感和對希望感的追尋是疾病線索影響高色彩亮度偏好的連續機制，另外也發現與接觸非疾病線索引起恐懼感的人相比，接觸疾病線索的人也會更關注高色彩亮度的產品，眼動儀的測量結果證實消費者會增加對高彩亮度的注意力，進一步的實驗研究表明，儀式感和手部清潔動作是疾病線索影響的兩個邊界條件，當消費者暴露於疾病線索之前接觸儀式感或進行手部清潔動作時，疾病線索對消費者隨後高色彩亮度偏好的影響會降低。

The research examines the effect of disease cues on consumers’ color lightness preference. The research also examines that fear of disease increases people’s pursuit of hope and then enhances their preference for high color lightness. Four studies were conducted. Study 1 examined how exposure to disease cues affected consumers' preference for high color lightness (vs. low color lightness) with fear of disease and pursuit of hope as sequential underlying mechanisms. Study 2 focused on non-disease cues in evoking fear when compared with disease cues. Study 3 examined sense of ritual as the moderator while Study 4 investigated hand-washing as the boundary
condition for the effect of disease cues.
Results of the experiments showed that, consumer's preference for high color lightness was stronger after exposure to disease cues than exposure to non-disease cues.Fear feeling induced by the disease cues and the pursuit of hope are found as sequential mechanisms underlying the effect of disease cues. Even when compared with people exposed to non-disease cues evoking fear feeling, people exposed to disease cues showpreference for products with colors of higher lightness. Eye-tracking was used to provide objective evidence of consumer attention through duration fixation. Experimental studies furthered indicated sense of ritual and hand-washing as two boundary conditions for the impacts of disease cues. The impacts of disease cue on subsequent preference for higher color lightness were reduced when a sense of ritual or hand-washing occurred before the exposure to the disease cues.

論文審定書.......................................................i
致謝.............................................................ii
中文摘要........................................................iii
英文摘要.........................................................iv
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...................................................3
第四節 研究目的與研究問題.........................................5
第五節 論文架構與研究流程.........................................6
第貳章 文獻探討.....................................................8
第一節 前言......................................................8
第二節 疾病線索..................................................8
第三節 色彩亮度的聯想...........................................14
第四節 恐懼感...................................................18
第五節 希望感...................................................23
第六節 儀式感...................................................28
第七節 手部清潔動作.............................................32
第八節 小結.....................................................37
第參章 研究設計與方法..............................................38
第一節 前言.....................................................38
第二節 研究假設與架構...........................................38
第三節 實驗設計建立.............................................42
第四節 小結.....................................................44
第肆章 實驗一設計與分析............................................45
第一節 前言.....................................................45
第二節 研究變數操作型定義與衡量..................................45
第三節 研究的設計與流程..........................................49
第四節 實驗一結果分析............................................49
第五節 小結.....................................................55
第伍章 實驗二設計與分析............................................56
第一節 前言......................................................56
第二節 研究變數操作型定義與衡量..................................56
第三節 實驗的設計與流程..........................................59
第四節 實驗二結果分析............................................59
第五節 小結......................................................67
第陸章 實驗三設計與分析............................................68
第一節 前言......................................................68
第二節 研究變數操作型定義與衡量..................................68
第三節 實驗的設計與流程..........................................72
第四節 實驗三結果分析............................................72
第五節 小結......................................................77
第柒章 實驗四設計與分析............................................79
第一節 前言......................................................79
第二節 研究變數操作型定義與衡量..................................79
第三節 實驗的設計與流程..........................................82
第四節 實驗四結果分析............................................83
第五節 小結......................................................87
第捌章 結論與建議..................................................88
第一節 前言......................................................88
第二節 研究結果討論..............................................88
第三節 研究貢獻..................................................90
第四節 研究限制..................................................93
第五節 未來研究與建議............................................94
第六節 總結......................................................95
參考文獻...........................................................96
附錄一：實驗一問卷 1 (疾病線索).................................110
附錄一：實驗一問卷 2 (非疾病線索無情緒).........................116
附錄二：實驗二問卷 1 (疾病線索).................................122
附錄二：實驗二問卷 2 (非疾病線索恐懼感).........................128
附錄三:實驗三問卷 1(疾病線索×儀式感) ............................134
附錄三:實驗三問卷 2(疾病線索×非儀式感) ..........................138
附錄三:實驗三問卷 3(非疾病線索×儀式感) ..........................142
附錄三:實驗三問卷 4(非疾病線索×非儀式感) ........................146
附錄四:實驗四問卷 1(高威脅×手部清潔動作) ........................150
附錄四:實驗四問卷 2(高威脅×無手部清潔動作) ......................154
附錄四:實驗四問卷 3(低威脅×手部清潔動作) ........................158
附錄四:實驗四問卷 4(低威脅×無手部清潔動作) ......................162

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中文文獻
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