本研究欲探討疾病線索對消費者對後續甜食消費行為的影響，人們接觸疾病線索的暗示後會誘發焦慮感和抑鬱感，進而產生甜食消費行為，也探討了消費者在接觸有無甜食隱喻及認知再評估對甜食消費行為的干擾效果。本研究採實驗設計法，透過三個實驗檢驗假設。實驗一驗證有無疾病線索對甜食消費行為的影響，透過閱讀一系列疾病線索或無疾病線索的報紙專欄，觀察受試者對後續甜食消費行為的反應，並探討消費者行為背後的機制。實驗二則是提供受試者對甜食的不同隱喻類型情境，觀察受試者接受有無疾病線索之後對甜食消費行為的影響。最後實驗三則是探討認知再評估對於疾病線索所帶來的干擾效果。

根據實驗結果顯示，和無疾病線索帶無情緒、無疾病線索帶恐懼情緒、無疾病線索帶悲傷情緒的情境所相比，在有疾病線索的情境下，消費者對甜食有更高的願付價格，而疾病線索所誘發的焦慮感和抑鬱感為此甜食消費行為背後的機制。接下來本研究也發現隱喻類型及認知再評估會干擾疾病線索與甜食消費行為之間的關係，在無提供任何隱喻類型的情況下，受試者接受疾病線索之後對甜食消費有較高之偏好，但在浪漫隱喻類型（將甜食與愛情關鍵詞做聯繫）及不健康隱喻類型（將甜食與危害健康關鍵詞做聯繫）下，無論是有無疾病線索，對於甜食消費之偏好無明顯差異；在無認知再評估的作用下，比起無疾病線索，在有疾病線索的情境下會比較喜歡甜食產品，然而在認知再評估的作用下則無明顯差別。本研究最後也提出相關的管理意涵，提供行銷人員在推廣甜食上的應用參考與警示。

The current research intends to explore the impact of disease cues on subsequent consumption of sweets. The research further examines whether the affects of disease cue on consumption of sweets are subject to metaphor type and cognitive reappraisal. Three experiments are conducted. Study 1 investigates the consumption of sweets under the conditions of disease cues and no disease cues by reading a series of newspaper columns with disease cues or no disease cues, and observes participants' responses to subsequent consumption of sweets. It also explores the underlying mechanisms. Study 2 further examines how consumers with different metaphor types moderate the effect of disease cues on consumption of sweets. Study 3 tests the moderating effects of cognitive reappraisal on consumption of sweets.

The results indicate that, compared with no disease cues with no emotion, no disease cues with fear emotion, and no disease cues with sad emotion being provided, consumers provided with disease cues show more consumption of sweets. Anxiety and depression are the underlying mechanisms behind consumption of sweets. The research also shows that metaphor type and cognitive reappraisal affect the relationship between disease cues and consumption of sweets. Consumers view non-metaphor with sweets show stronger preferences for consumption of sweets under disease cues. However, no such preferences are found on consumers viewing romantic-metaphor and unhealthy-metaphor. For consumers without cognitive appraisal, those who are evoked with disease cues show more consumption of sweets than the counterparts without disease cues evoked. No such differences are found on individuals with cognitive reappraisal. The research provides implications and warnings for marketers who promote sweets.

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 4
第四節 研究目的與研究問題 6
第五節 論文架構與研究流程 7
第貳章 文獻探討 9
第一節 前言 9
第二節 疾病線索與後續行為 9
第三節 甜食消費行為 15
第四節 焦慮感和抑鬱感 20
第五節 隱喻類型 24
第六節 認知再評估 31
第七節 小結 34
第參章 研究設計與方法 36
第一節 前言 36
第二節 研究假設與架構 36
第三節 實驗設計建立 40
第四節 小結 41
第肆章 實驗一設計與分析 42
第一節 前言 42
第二節 研究變數操作型定義與衡量 42
第三節 研究流程與問卷設計 47
第四節 實驗一結果分析 47
第五節 小結 54
第伍章 實驗二設計與分析 55
第一節 前言 55
第二節 研究變數操作型定義與衡量 55
第三節 研究流程與問卷設計 60
第四節 實驗二結果分析 60
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 研究流程與問卷設計 72
第四節 實驗三結果分析 72
第五節 小結 78
第柒章 結論與建議 79
第一節 前言 79
第二節 研究結果討論 79
第三節 研究貢獻 81
第四節 研究限制 84
第五節 未來研究建議 85
第六節 小結 86
參考文獻 88
附錄一：實驗一問卷1 (疾病線索) 99
附錄一：實驗一問卷2 (無疾病線索帶無情緒) 102
附錄一：實驗一問卷3 (無疾病線索帶恐懼情緒) 105
附錄一：實驗一問卷4 (無疾病線索帶悲傷情緒) 108
附錄二：實驗二問卷1 (疾病線索x無隱喻) 111
附錄二：實驗二問卷2 (疾病線索x浪漫隱喻) 116
附錄二：實驗二問卷3 (疾病線索x不健康隱喻) 121
附錄二：實驗二問卷4 (無疾病線索x無隱喻) 126
附錄二：實驗二問卷5 (無疾病線索x浪漫隱喻) 131
附錄二：實驗二問卷6 (無疾病線索x不健康隱喻) 136
附錄三：實驗三問卷1 (疾病線索x認知再評估) 141
附錄三：實驗三問卷2 (疾病線索x無認知再評估) 145
附錄三：實驗三問卷3 (無疾病線索x認知再評估) 149
附錄三：實驗三問卷4 (無疾病線索x無認知再評估) 153

圖次
圖1-1巧克力廣告以歡樂訴求呈現 3
圖1-2糖果廣告以舒壓為訴求 3
圖1-3巧克力禮盒以愛心做呈現，代表浪漫 5
圖1-4 甜食攝取過多對健康造成的危害 5
圖1-5研究流程圖 8
圖2-1 認知再評估操弄圖片 32
圖3-1 焦慮感和抑鬱感為疾病線索對於後續甜食消費行為的背後機制 37
圖3-2 隱喻類型干擾疾病線索對甜食消費行為的影響 38
圖3-3 認知再評估干擾疾病線索對甜食消費行為的影響 39
圖4-1 實驗一使用甜食產品圖（焦糖牛奶爆米花） 44
圖4-2 疾病線索對甜食願付價格的影響 52
圖4-3 焦慮感和抑鬱感對甜食願付價格的平行中介效果 53
圖4-4 孤獨感對甜食願付價格的排除中介效果 53
圖4-5 疲憊感對甜食願付價格的排除中介效果 54
圖5-1 實驗二甜食及非甜食的圖片 58
圖5-2 隱喻類型與疾病線索對甜食選擇比例的影響 65
圖5-3隱喻類型對甜食選擇比例的調節中介效果 66
圖5-4 衝動性購買對甜食選擇比例的排除中介效果 67
圖6-1 實驗三疾病線索之操弄 70
圖6-2 實驗三依變數操弄之圖片 71
圖6-3 認知再評估與疾病線索對甜食產品選擇的影響 77
圖6-4 認知再評估對甜食產品選擇的調節中介效果 78

表次
表2-1 疾病線索、疾病威脅和疾病感知相關研究整理 12
表2-1 疾病線索、疾病威脅和疾病感知相關研究整理（續） 13
表2-1 疾病線索、疾病威脅和疾病感知相關研究整理（續） 14
表2-2 甜食消費行為相關研究整理及測量方式 17
表2-2 甜食消費行為相關研究整理及測量方式（續） 18
表2-2 甜食消費行為相關研究整理及測量方式（續） 19
表2-2 甜食消費行為相關研究整理及測量方式（續） 20
表2-3 焦慮感和抑鬱感相關研究整理 22
表2-3 焦慮感和抑鬱感相關研究整理（續） 23
表2-4 隱喻類型相關研究整理 28
表2-4 隱喻類型相關研究整理（續） 29
表2-4 隱喻類型相關研究整理（續） 30
表2-5 認知再評估相關研究整理 33
表2-5 認知再評估相關研究整理（續） 34
表4-1 實驗一疾病線索/無疾病線索帶無情緒/ 43
無疾病線索帶恐懼情緒/無疾病線索帶悲傷情緒操弄 43
表4-2 實驗一樣本敘述性統計分析 48
表4-3 實驗一題組之信度分析 49
表4-4疾病線索對甜食願付價格的影響 51
表5-1 實驗二隱喻類型透過歌詞作為操弄 56
表5-2 實驗二有vs. 無疾病線索之操弄 57
表5-3 實驗二樣本敘述性統計分析 60
表5-3 實驗二樣本描述性統計分析（續） 61
表5-4 實驗二信度分析 62
表5-5隱喻類型與疾病線索對甜食選擇比例的影響 65
表6-1 實驗三認知再評估之研究發現短文 69
表6-2 實驗三樣本敘述性統計分析 72
表6-2 實驗三樣本描述性統計分析（續） 73
表6-3 實驗三信度分析 74
表6-4 認知再評估與疾病線索對產品選擇的影響 76

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