稀缺性與流行性廣告訴求，此種類似「限量版/獨家限定版」、「暢銷款」的廣告提示類型，是現今行銷中廣泛使用的策略。前者強調商品稀有、罕見，無法隨手可得的特性，後者則欲突顯其受到廣大群眾的歡迎與喜愛，截然不同卻同樣可有效達到正向的廣告效果，過去同時研究稀缺性與流行性相對效果的文獻眾多，卻多聚焦於產品利益類型的干擾效果，忽略消費者內心的決策衝突面，其次，廣告中的情緒刺激被證實具有相當重要的催化作用，但相關文獻卻較少從情緒面向切入本主題，本研究認為，廣告訴求需要更深化了解消費者心理與情感層面，故選擇貼近消費者內心衝突面分類的產品類型 (想要 vs. 應該要)，並提出影響消費者的決策情緒中的自豪感類型(促進自豪感 vs. 預防自豪感)元素，檢視怎樣的組合有助提升消費者處理流暢感，以釐清稀缺性及流行性訴求廣告效果較佳的個別情境。
本文共進行三個實驗，實驗一測試產品廣告訴求(稀缺性 vs. 流行性)如何影響消費者的資訊處理流暢感，進而改變廣告效果；實驗二檢測產品類型（想要型 vs. 應該要型）如何干擾產品廣告訴求之廣告效果；實驗三則測試廣告訊息自豪感（促進自豪感 vs. 預防自豪感）如何干擾產品廣告訴求的效果。
研究結果發現：一、對台灣消費者來說，流行性產品廣告訴求(相較於稀缺性)會提升購買意願；二、對於想要類型的產品，在產品廣告中使用流行性訴求(相較於稀缺性)，可提高消費者處理流暢感，進而提升廣告效果；三、當廣告訊息喚起促進自豪感情緒時，使用稀缺性訴求(相較於流行性)，可提高消費者處理流暢感，進而提升廣告效果；四、廣告促進(相較預防)自豪感訊息具較佳主效果。
本研究釐清稀缺性與流行性廣告訴求在不同情境下效果較佳的邊界條件，除納入多元干擾變數外，亦驗證資訊處理流暢感的中介機制。研究成果不僅具備理論貢獻，也提供台灣及亞洲地區行銷實務工作者、政策制定單位，乃至一般消費者具體參考價值。

Scarcity and popularity appeals—such as “limited edition,” “exclusive,” or “best-selling”—are widely used advertising strategies in modern marketing. While scarcity emphasizes rarity and inaccessibility, popularity highlights widespread public approval. Though conceptually distinct, both can be equally effective in enhancing advertising outcomes. Existing literature has often compared these two appeals, primarily focusing on product benefit types as moderators, yet has largely overlooked the internal decision conflicts consumers face. Moreover, emotional cues in advertisements are recognized as potent catalysts in influencing consumer responses, but few studies have addressed this
topic from an emotional perspective.

To deepen understanding of consumers’ psychological and emotional processes, this research incorporates product type—categorized as “want” vs. “should” products, which reflect internal motivational conflicts—and emotional framing in terms of pride (promotion-focused vs. prevention-focused pride) as moderators. The aim is to identify combinations of advertising appeal, product type, and emotional framing that enhance processing fluency, thereby improving advertising effectiveness.

Three experiments were conducted. Experiment 1 examined how advertising appeal (scarcity vs. popularity) influences consumers’ processing fluency and subsequent advertising effectiveness.
Experiment 2 explored the moderating role of product type (“want” vs. “should”) on the effectiveness of advertising appeals. Experiment 3 investigated how pride-related emotional framing (promotion-focused vs. prevention-focused pride) moderates the effect of advertising appeal.

Key findings are as follows: (1) Among Taiwanese consumers, popularity appeals generally lead to higher purchase intentions than scarcity appeals; (2) For “want” products, popularity appeals enhance processing fluency, which in turn improves advertising effectiveness; (3) When pride emotions are framed as promotion-focused, scarcity appeals improve processing fluency and advertising effectiveness compared to popularity appeals; (4) Promotion-focused pride yields a more favorable main effect than prevention-focused pride in advertising messages.

This research identifies the boundary conditions under which scarcity or popularity appeals perform better, validates processing fluency as a mediating mechanism, and incorporates multiple moderators. The findings offer both theoretical contributions and practical implications for marketers, policymakers, and consumers, particularly in Taiwan
and the broader Asian market.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節、研究背景 1
第二節、研究動機 4
第三節、研究問題 9
第四節、研究目的 9
第二章 文獻探討 10
第一節、產品廣告訴求：稀缺性與流行性 10
第二節、產品類型：想要型與應該要型 22
第三節、廣告訊息自豪感：促進自豪感與預防自豪感 23
第四節、一致性理論 26
第五節、處理流暢感 28
第三章 研究架構與假說推論 30
第一節、研究架構 30
第二節、研究假說 30
第四章 研究方法 35
第一節、實驗一 35
一、樣本與實驗設計 35
二、實驗刺激與前測 35
三、實驗程序 42
四、變數衡量 43
五、資料分析 45
第二節、實驗二 54
一、樣本與實驗設計 54
二、實驗刺激與前測 54
三、實驗程序 56
四、變數衡量 58
五、資料分析 59
第三節、實驗三 67
一、樣本與實驗設計 67
二、實驗刺激與前測 68
三、實驗程序 71
四、變數衡量 72
五、資料分析 74
第五章 結論與建議 86
第一節、研究發現 86
第二節、研究意涵 88
一、理論意涵 88
二、實務意涵 91
第三節、研究限制與未來研究方向 94
參考文獻 97
附錄 113
附錄一、實驗一前測一問卷 113
附錄二、實驗一前測二問卷 117
附錄三、實驗一問卷 121
附錄四、實驗二前測問卷 125
附錄五、實驗二問卷 129
附錄六、實驗三前測問卷 133
附錄七、實驗三問卷 137

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