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博碩士論文 etd-0530113-165712 詳細資訊
Title page for etd-0530113-165712
論文名稱
Title
以眼動研究情緒對誘餌效應的影響
Applying the Eye-Tracking Approach to Examine the Effect of Emotion on the Decoy Effect
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
74
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-06-26
繳交日期
Date of Submission
2013-07-05
關鍵字
Keywords
促發效應、正向情緒、眼動儀、誘餌效應
priming effect, positive emotion, eye-tracking, Decoy effect
統計
Statistics
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The thesis/dissertation has been browsed 5930 times, has been downloaded 1114 times.
中文摘要
本研究目的在於探討情緒對於誘餌效應的影響,以往研究誘餌效應多利用問卷或功能性磁振造影(fMRI, Functional Magnetic Resonance Imaging)進行,問卷可以蒐集受測者的決策結果,而功能性磁振造影可以蒐集受測者的腦波資料。多數認知科學的研究中,眼球運動已被證實能反映內在的認知歷程,因此本研究採用客觀的科學工具眼動儀,除了可以收集受測者的決策結果,還可錄製受測者做決策時的眼球資料,比起沒觀測眼球的實驗,更可以了解受測者注視在哪些屬性,持續注視多長時間,用以檢視在誘餌效應操弄下的眼動資料,以及加入情緒促發後的誘餌效應決策歷程。

本研究主要參考Hedgcock和Rao(2009)的實驗設計。研究結果發現在受測者決策結果方面,存在誘餌選項的題目相較於不存在誘餌選項的題目,有著較高的目標選項選擇率,當加入正向情緒促發時,會加強誘餌效應的效果,提升更高的目標選項選擇率。在受測者決策歷程方面,存在誘餌選項的題目相較於不存在誘餌選項的題目,有著較高的目標選項被操弄屬性的注視比率,當加入正向情緒促發時,會加強誘餌效應的效果,提升更多的目標選項被操弄屬性的注視比率。
Abstract
This study aimed to examine the effect of emotion on the decoy effect. Previous studies used questionnaires or Functional Magnetic Resonance Imaging (fMRI) approach. Questionnaires can collect the subject's decision results, and functional Magnetic Resonance Imaging can collect the subject's brain waves. Most cognitive science research, eye movement has been shown to reflect the cognitive processes. Therefore, we apply eye-tracking technology to collect subjects’ decision results, and to record subjects’ decision-making processes. Compared to no-tracking eye movement, we can see the subjects’ decision making processes, such as they look at which attribute, and how long they gazed, and then examine what the effect of emotion on decoy effect.

Our experiment based on the experiment by Hedgcock and Roa (2009). At the subject’s decision-making results, we found when the decision question with decoy option can raise the rate of choosing target option. In addition, when adding positive emotion priming, it will strengthen the effect of decoy effect to raise the rate of choosing target option. At the subject's decision-making processes, we found when the decision question with decoy option can raise the rate of gazing at the target decoyed attribute. In addition, when adding positive emotion priming, it will strengthen the effect of decoy effect to raise the rate of gazing.
目次 Table of Contents
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 9
第三節 研究目的 10
第四節 研究假說 11
第二章 文獻探討 12
第一節 誘餌效應 12
一、 何謂誘餌效應 12
二、 誘餌的類型 15
三、 日常生活中的誘餌效應 17
四、 誘餌效應實驗 20
第二節 促發效應(Priming) 22
一、 何謂促發效應 22
二、 促發效應應用 24
第三節 情緒對於決策的研究 25
一、 情緒與決策 25
二、 情緒與誘餌效應 27
第三章 研究設計 28
第一節 研究架構 28
第二節 變數與操作化定義 29
一、 自變數 30
二、 調節變數 30
三、 應變數 30
第三節 研究方法 33
一、 前測 33
二、 研究對象 38
三、 實驗工具 38
四、 實驗設計 39
五、 實驗程序 44
第四章 資料分析 45
第一節 受測者決策結果 - 目標選項選擇率 45
第二節 決策歷程 - 受測者注視在目標選項屬性的比率 48
第三節 小結 52
第五章 結論與討論 53
第一節 結論 53
一、 應用誘餌效應於商務中 53
二、 應用促發正向情緒增強誘餌效應 54
第二節 研究限制 55
第三節 未來研究方向 56
英文參考文獻 57
中文參考文獻 60
網路參考文獻 61
附錄一 眼動實驗前問卷 62
附錄二 本研究採用的IAPS圖片 64
參考文獻 References
英文參考文獻
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中文參考文獻
[1] 許瓊文(2007)。應用眼動儀於決策偏誤與資訊注意力之研究(博士論文,中山大學,2007)。
[2] 周宜芳、林麗冠、郭貞伶(譯)(2010)。誰說人是理性的! 聰明消費者與行銷高手必讀的行為經濟學。天下遠見出版股份有限公司。(Ariely, D., 2008)
[3] 洪崇瑋(2010)。應用功能性磁振造影探討誘餌效應與划算的感覺(碩士論文,台灣大學,2010)。
[4] 王韋堯、黃詩珮、劉宜寧(2012)。消費品廣告設計之情緒效價與喚起分析。設計學報第17卷第3期。
[5] Mullen, B., & Johnson, C. (2001)。消費者行為心理學(The psychology of consumer behavior) (游恆山譯)。台北市:五南圖書。(原作1990 年出版)Mullen, B., & Johnson, C. (2001).
The psychology of consumer behavior (Hengshan Tour, trans.). Taipei:Wunan. (Original work published 1990) [in Chinese, semantic translation]
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[7] 賴佳閔(2012)。淺談情緒如何影響創造力教育。家庭教育雙月刊第35期101年1月號。
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[9] 呂亨英、吳莉君、吳佩芬(譯)(2011)。設計的法則:125個影響認知、增加美感,讓設計更好的關鍵法則。原點。(William Lidwell, Kritina Holden, Jill Butler , 2011) 。
[10] 張婷華,陶振超(2011)。悄悄置入你的心:以概念與知覺促發分析產品置入如何影響觀眾記憶。中華傳播學會。 

網路參考文獻
[1] Plutchik’s Eight Primary Emotions And How To Use Them
http://dragonscanbebeaten.wordpress.com/2010/06/04/plutchiks-eight-primary-emotions-and-how-to-use-them-part-1/
[2] Attraction Effe, TheHealthScience http://thehealthscience.com/wiki/Attraction-Effect
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