為了讓廣大的民眾了解公益議題，無論是政府、企業或公益組織皆廣泛運用公益廣告，然而現實中公益廣告製作經費常受限且效果不彰，因此如何準確運用廣告內容，引起閱聽人的注意與共鳴，達成良好的廣告效果是公益廣告著重之處。
經學者證實向上反事實思維可幫助人們吸取先前教訓，改善未來決策；此與公益廣告欲激發社會大眾的情緒與反思，使其改變態度與塑造公眾行為的思維相似。此外人們在反事實思維時，何時造成的結果（時間距離）影響著人們對於反事實思維的感受，故本研究探討在公益廣告中，運用不同的向上反事實訴求，以及在時間距離的調節變數下，是否有不同程度的負面情緒，並影響廣告態度與行為意圖。
本研究執行2組實驗設計，實驗一屬單因子組間實驗設計，以向上反事實公益廣告訴求（正向vs. 負向vs. 控制組）為自變項，探究受測者對於兩種反事實訴求之公益廣告，其負面情緒、廣告態度與行為意圖；實驗二屬雙因子2（反事實：正向vs. 負向）x 2（時間距離：近期過去vs. 遠期過去）組間實驗設計；即以向上反事實公益廣告訴求為自變項，操弄閱聽人時間距離訴求兩個調節變項，透過研究者設計含有不同變項的公益廣告，了解受測者的負面情緒、廣告態度與行為意圖。
研究結果顯示，反事實訴求之公益廣告中，向上正向反事實訴求公益廣告，相較於向上負向反事實訴求公益廣告，會有較高的「失望」與「後悔」情緒；若納入時間距離元素，當廣告情境處於遠期過去時，正向反事實訴求之「失望」與「憂慮」情緒高於負向反事實訴求；且反事實訴求所產生的負面情緒會正向影響廣告態度與行為意圖。因此公益廣告可運用向上正向反事實訴求，並結合遠期時間距離，激發閱聽人的情緒與反思，以改善未來的態度與行為決策。

Public service announcements are widely used by government, business or philanthropy. In reality, public service announcement is often limited and the effect wasn't great. Therefore, the focus of public service announcement is that advertising content can attract the attention of the audience and have a well advertising effect.
Previous studies have shown that upward counterfactual thinking can help people learn and improve from mistakes. The purpose of public service announcement is to change the attitude and behavior of the audience, and it is similar to the upward counterfactual thinking. Therefore, the study explores the audience's negative emotion, advertising attitude and behavioral intentions in public service announcement when advertising content using different upward counterfactual appeals, attributions and time distances.
The study adopts two experimental designs with different variables on public service announcement. With the upward counterfactual thinking (positive vs. negative) on public service announcement as the independent variables, the temporal distance (recent past vs. distant past) as the moderator variables and negative emotions, advertising attitudes and behavioral intention as dependent variables, two experimental designs are conducted and ANOVA ran for analysis.
The experimental results found that there is no obvious difference in negative emotion between public service advertisements with positive or negative counterfactual thinking appeals. However, public service advertisements with positive counterfactual thinking appeals have more disappointments and regrets than public service advertisements with negative counterfactual thinking appeals. The experimental 2 results found that the event in distant past, the public service announcement using positive counterfactual thinking appeals have more disappointment and concerned than public service announcement of negative counterfactual thinking appeal .The study also shows the negative emotion generated by counterfactual appeals is significantly positive correlated with advertising attitudes and behavioral intentions.This study which directly applies counterfactual thinking appeals to public service advertisements is not only different from the previous literature, but also similar to practical application of advertising.

論文審定書 i
摘要 ii
Abstract iii
第一章、緒論 1
一、研究背景 1
二、研究動機 4
三、研究目的 6
第二章、文獻探討 7
一、公益廣告 7
二、反事實 9
三、時間距離 15
四、情緒 19
第三章、研究架構與假說 21
一、研究架構 21
二、研究假說 22
第四章、研究方法 25
一、實驗一 25
二、實驗二 29
三、樣本蒐集 32
四、分析方法 33
第五章、資料分析 34
一、實驗一 34
二、實驗二 42
第六章、研究結論 54
一、研究結論 54
二、理論貢獻 54
三、實務貢獻 55
四、研究限制與建議 56
參考文獻 57
附錄 67
附錄一、實驗一廣播廣告問卷情境－拒絕酒駕公益廣告 67
附錄二、實驗一廣播廣告問卷問項 70
附錄三、實驗二平面廣告問卷情境－拒絕酒駕公益廣告 74
附錄四、實驗二平面廣告問卷問項 76

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