Responsive image
博碩士論文 etd-1008117-115447 詳細資訊
Title page for etd-1008117-115447
論文名稱
Title
「舊」是要放縱!誘發懷舊、解釋水平與自我監控對放縱型消費的影響
Nostalgia Way to Indulgence! Influences of Nostalgia, Construal Level, and Self-Monitoring on Indulgent Consumption
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
142
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
2017-10-25
繳交日期
Date of Submission
2017-11-08
關鍵字
Keywords
放縱型消費、自我監控、解釋水平、懷舊、自我獎勵
nostalgia, self-reward, construal level, self-monitoring, indulgent consumption
統計
Statistics
本論文已被瀏覽 5826 次,被下載 20
The thesis/dissertation has been browsed 5826 times, has been downloaded 20 times.
中文摘要
現在社會充斥著各種懷舊元素,然而對於消費者被誘發懷舊後對於購買行為的影響研究甚少,本研究主要在了解誘發懷舊對如何影響消費者後續的放縱型消費,並探討消費者在不同解釋水平與自我監控的影響。放縱型消費指的是消費者縱容自己,屈服在自己的慾望下,通常偏向購買享樂商品來獲得心靈上的滿足。

本研究以透過 2x2x2的實驗設計方法探討誘發懷舊(有誘發懷舊 vs. 無誘發懷舊),與消費者不同的解釋水平(高解釋水平 vs. 低解釋水平)和不同的自我監控(高自我監控 vs. 低自我監控),對放縱型消費的影響。

本研究結果顯示,被誘發懷舊的消費者,相對於無誘發懷舊的消費者,會強化放縱型消費;同時本研究也發現自我獎勵可用來解釋懷舊引發後續放縱型消費背後的行為機制。在有誘發懷舊的情況下,消費者使用高解釋水平,相對使用低解釋水平,更可以使消費者注意到當下的自我獎勵,更容易進行放縱型消費;在高自我監控的情況下,有誘發懷舊者比起使用低解釋水平,使用高解釋水平更容易引起放縱型消費;相反地,對無誘發懷舊者而言,比起使用高解釋水平,在高自我監控下使用低解釋水平下,較容易促進放縱型消費,然而若在低自我監控的情況下而言,不管採取高或低解釋水平,對放縱型消費皆無顯著差異。最後,本研究的發現提供了行銷人員使用誘發懷舊來讓消費者更容易提高放縱型產品的購買意願。
Abstract
Previous research focused on nostalgia effects in advertising. Recent researchers suggest that nostalgia influences consumer subsequence unrelated behavior. This research contributes to this evolving research stream by proposing that nostalgia evokes subsequent indulgent behavior. Two moderators are proposed: construal level and individual differences in self-monitoring.

Three studies are conducted. In Study 1, a single factor (nostalgia vs. non-nostalgia) design is conducted. In Study 2, the moderating effect of construal level (high vs. low) is examined. In Study 3, self-monitoring (high vs. low) is also considered in addition to construal level. Indulgent behavior is examined with different measures.

The results indicate that compared with those who are not evoked by nostalgia, those evoked by nostalgia show a higher tendency in indulgent consumption. Self-reward serves as the underlying mechanism behind the above phenomenon. High-construal level enhances the nostalgia effects on indulgent consumption. The moderating effects of construal level only hold for people with high self-monitoring. This study provides suggestions regarding promoting or reducing indulgent consumption.
目次 Table of Contents
論文審訂書 i
誌謝 ii
摘要 iii
Abstract 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 研究目的與問題 6
第五節 研究流程 7
第貳章 文獻回顧 9
第一節 前言 9
第二節 懷舊與其影響 9
第三節 放縱型消費 12
第四節 解釋水平理論 16
第五節 自我監控 21
第六節 小結 25
第參章 研究方法與研究設計 26
第一節 前言 26
第二節 研究架構與假設 26
第三節 實驗建立 31
第肆章 實驗一設計分析與結果 32
第一節 前言 32
第二節 研究變數的操作型定義與衡量 32
第三節 研究設計 36
第四節 實驗一結果分析 37
第五節 小節 41
第伍章 實驗二設計分析與結果 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 研究設計 47
第四節 實驗二結果分析 48
第五節 小節 54
第陸章 實驗三設計分析與結果 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 研究設計 61
第四節 實驗三結果分析 61
第五節 研究假設驗證 61
第六節 小節 70
第柒章 結論與建議 71
第一節 前言 71
第二節 研究結果討論 71
第三節 研究貢獻 73
第四節 研究限制 76
第五節 未來研究建議 77
第六節 小節 78
參考文獻 79
附錄一 實驗一正式問卷1(誘發懷舊) 86
附錄一 實驗一正式問卷2(無誘發懷舊) 89
附錄二 實驗二正式問卷1(誘發懷舊 x 低解釋水平) 92
附錄二 實驗二正式問卷2(誘發懷舊 x 高解釋水平) 96
附錄二 實驗二正式問卷3(無誘發懷舊 x 低解釋水平) 100
附錄二 實驗二正式問卷4(無誘發懷舊 x 高解釋水平) 104
附錄三 實驗三正式問卷1(誘發懷舊 x 低解釋水平x 自我監控) 108
附錄三 實驗三正式問卷2(誘發懷舊 x 高解釋水平x 自我監控) 114
附錄三 實驗三正式問卷3(無誘發懷舊 x 低解釋水平x 自我監控) 120
附錄三 實驗三正式問卷4(無誘發懷舊 x 高解釋水平x 自我監控) 126
參考文獻 References
Agrawal, N., & Wan, E. W. (2009). Regulating risk or risking regulation? Construal levels and depletion effects in the processing of health messages. Journal of Consumer Research, 36(3), 448-462.
Barrett, F. S., Grimm, K. J., Robins, R. W., Wildschut, T., Sedikides, C., & Janata, P. (2010). Music-evoked nostalgia: Affect, memory, and personality. Emotion, 10(3), 390-403.
Baumeister, R. F. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4), 670-676.
Becherer, R. C., & Richard, L. M. (1978). Self-monitoring as a moderating variable in consumer behavior. Journal of Consumer Research, 5(3), 159-162.
Brinberg D., & Plimpton, L. (1986). Self-monitoring and product conspicuousness on reference group influence. In Lutz, R. J. (Ed.). Advances in Consumer Research, 13, 297-300. Provo, UT: Association for Consumer Research.
Browne, B. A., & Kaldenberg, D. O. (1997). Conceptualizing self-monitoring: Links to materialism and product involvement. Journal of Consumer Marketing, 14(1), 31-44.
Carver, C. S., & White, T. L. (1994). Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment: The BIS/BAS Scales. Journal of Personality and Social Psychology, 67(2), 319-333.
Darley, W. K., & Lim, J. S. (1992). The effect of consumers' emotional reactions on behavioral intention: The moderating role of personal relevance and self‐monitoring. Psychology & Marketing, 9(4), 329-346.
Dedeoğlu, A. Ö., & Kazançoğlu, İ. (2010). The feelings of consumer guilt: A phenomenological exploration. Journal of Business Economics and Management, 11(3), 462-482.
Didem Kurt, J. Jeffrey Inman, & Argo, J. J. (2011). The influence of friends on consumer spending: The role of agency– communion rrientation and self-monitoring. Journal of Marketing Research, 48(4), 741-754.
Ebbeling, C. B., Feldman, H. A., Osganian, S. K., Chomitz, V. R., Ellenbogen, S. J., & Ludwig, D. S. (2006). Effects of decreasing sugar-sweetened beverage consumption on body weight in adolescents: A randomized, controlled pilot study. Pediatrics, 117(3), 673-680.
Fishbach, A., Friedman, R. S., & Kruglanski, A. W. (2003). Leading us not into temptation: Momentary allurements elicit overriding goal activation. Journal of Personality and Social Psychology, 84(2), 296-309.
Freitas, A. L., Gollwitzer, P., & Trope, Y. (2004). The influence of abstract and concrete mindsets on anticipating and guiding others' self-regulatory efforts. Journal of Experimental Social Psychology, 40(6), 739-752.
Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self‐monitoring and public/private consumption. Psychology & Marketing, 13(5), 481-499.
Haws, K. L., & Poynor, C. (2008). Seize the day! Encouraging indulgence for the hyperopic consumer. Journal of Consumer Research, 35(4), 680-691.
Hertz, D. G. (1990). Trauma and nostalgia: New aspects on the coping of aging Holocaust survivors. Israel Journal of Psychiatry and Related Sciences, 27, 189-198.
Hirsch, A. R. (1992). Nostalgia: A neurophychiatric understanding. Advances in Consumer Research, 19, 390–395.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
Hoch, S. J., & Loewenstein, G. F. (1991). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17(4), 492-507.
Hofer, J. (1934). Medical dissertation on nostalgia. Bulletin of the History of Medicine, 2, 376-391.
Hogg, M. K., Cox, A. J., & Keeling, K. (2000). The impact of self-monitoring on image congruence and product/brand evaluation. European Journal of Marketing, 34(5/6), 641-667.
Holbrook, M.B., & Schindler, R.M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. In Holamn, R.H. and Solomon, M.R. (Eds.). Advances in Consumer Research 18, 330-333. Provo, UT: Association for Consumer Research.
Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer Research, 20(2), 245-256.
Huang, X., Huang, Z., & Wyer, J. R. S. (2016). Slowing down in the good old days: The effect of nostalgia on consumer patience. Journal of Consumer Research, 43(3), 372-387.
Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(2), 259-266.
Kivetz, R., & Keinan, A. (2006). Repenting hyperopia: An analysis of self-control regrets. Journal of Consumer Research, 33(2), 273-282.
Kivetz, R., & Simonson, I. (2002). Self-control for the righteous: Toward a theory of precommitment to indulgence. Journal of Consumer Research, 29(2), 199-217.
Kivetz, R., & Zheng, Y. (2006). Determinants of justification and self-control. Journal of Experimental Psychology 135(4), 572-587.
Knapp, J. R., & Delprato, D. J. (1980). Willpower, behavior therapy, and the public. The Psychological Record, 30(4), 477-482.
Kuo, H.-C., Lee, C.-C., & Chiou, W.-B. (2016). The power of the virtual ideal self in weight control: weight-reduced avatars can enhance the tendency to delay gratification and regulate dietary practices. Cyberpsychology, Behavior, and Social Networking, 19(2), 80-85.
Laran, J. (2009). Choosing your future: Temporal distance and the balance between self-control and indulgence. Journal of Consumer Research, 36(6), 1002-1015.
Lasaleta, J. D., Sedikides, C., & Vohs, K. D. (2014). Nostalgia weakens the desire for money. Journal of Consumer Research, 41(3), 713-729.
Liberman, N., Sagristano, M. D., & Trope, Y. (2002). The effect of temporal distance on level of mental construal. Journal of Experimental Social Psychology, 38(6), 523-534.
Liberman, N., & Trope, Y. (1998). The role of feasibility and desirability considerations in near and distant future decisions: A test of temporal construal theory. Journal of Personality and Social Psychology, 75(1), 5-18.
Liberman, N., Trope, Y., & Wakslak, C. (2007). Construal level theory and consumer behavior. Journal of Consumer Psychology, 17(2), 113-117.
Luo, X. (2005). How does shopping with others influence impulsive purchasing? Journal of Consumer Psychology, 15(4), 288-294.
Margaret K. Hogg, Alastair J. Cox, Kathy Keeling, (2000) The impact of self- monitoring on image congruence and product/brand evaluation. European Journal of Marketing, 34, 641-667
Mainieri, T., Barnett, E. G., Valdero, T. R., Unipan, J. B., & Oskamp, S. (1997). Green buying: The influence of environmental concern on consumer behavior. The Journal of Social Psychology, 137(2), 189-204.
McCann, W. H. (1941). Nostalgia: A review of the literature. Psychological Bulletin, 38(3), 165-182.
Mehta, R., Zhu, R., & Meyers-Levy, J. (2014). When does a higher construal level increase or decrease indulgence? Resolving the myopia versus hyperopia puzzle. Journal of Consumer Research, 41(2), 475-488.
Merchant, A., Ford, J. B., & Rose, G. (2011). How personal nostalgia influences giving to charity. Journal of Business Research, 64(6), 610-616.
Mick, D. G., & DeMoss, M. (1990). Self-gifts: Phenomenological insights from four contexts. Journal of Consumer Research, 17(3), 322-332.
Mischel, W. (1974). Processes in delay of gratification. Advances in Experimental Social Psychology, 7, 249-292.
Mischel, W., Shoda, Y., & Rodriguez, M. L. (1989). Delay of gratification in children. Science, 244(4907), 933-938.
Mishra, A., & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research, 48(1), 196-206.
Muehling, D. D., & Pascal, V. J. (2012). An involvement explanation for nostalgia advertising effects. Journal of Promotion Management, 18(1), 100-118.
Muehling, D. D., Sprott, D. E., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising, 33(3), 25-35.
Muehling, D. D., Sprott, D. E., & Sultan, A. J. (2014). Exploring the boundaries of nostalgic advertising effects: A consideration of childhood brand exposure and attachment on consumers’ responses to nostalgia-themed advertisements. Journal of Advertising, 43(1), 73-84.
Mukhopadhyay, A., & Johar, G. V. (2009). Indulgence as self-reward for prior shopping restraint: A justification-based mechanism. Journal of Consumer Psychology, 19(3), 334-345.
Musser, L. M., & Browne, B. A. (1991). Self-monitoring in middle childhood: Personality and social correlates. Developmental Psychology, 27(6), 994-999.
Mytton, O. T., Clarke, D., & Rayner, M. (2012). Taxing unhealthy food and drinks to improve health. British Medical Journal, 344. 1-7.
Neeb, D. M., Faier, J. A., & Unger, L. S. (1989), The effect of nostalgic advertising: An experiment. In Gordon, P. G. and Kellerman, B. J. (Eds). Advances in Marketing, 128-132. New Orleans: Southwestern Marketing Association.
Ortony, A., Clore, G., & Collins, A. (1988). The Cognitive Structure of Emotion, 18, 957-958.
Panelas, T. (1982). Yearning for yesterday: A sociology of nostalgia. American Journal of Sociology, 87(6), 1425-1427.
Pascal, V. J., Sprott, D. E., & Muehling, D. D. (2002). The influence of evoked nostalgia on consumers' responses to advertising: An exploratory study. Journal of Current Issues & Research in Advertising, 24(1), 39-47.
Ramanathan, S., & Williams, P. (2007). Immediate and delayed emotional consequences of indulgence: The moderating influence of personality type on mixed emotions. Journal of Consumer Research, 34(2), 212-223.
Rosen, G. (1975). Nostalgia: a ‘forgotten’psychological disorder. Psychological Medicine, 5(4), 340-354.
Routledge, C., Arndt, J., Sedikides, C., & Wildschut, T. (2008). A blast from the past: The terror management function of nostalgia. Journal of Experimental Social Psychology, 44(1), 132-140.
Sedikides, C., Wildschut, T., Arndt, J., & Routledge, C. (2008). Nostalgia past, present, and future. Psychological Science, 17(5), 304-307.
Sharma, P., Sivakumaran, B., & Marshall, R. (2006). Investigating impulse buying and
variety seeking: Towards a general theory of hedonic purchase behaviors. In Pechmann, C.C. and Price, L.L.(Eds.). Advances in Consumer Research, 33, 388-389. Duluth, MN : Association for Consumer Research.
Shavitt, S., Lowrey, T. M., & Han, S.-p. (1992). Attitude functions in advertising: The interactive role of products and self-monitoring. Journal of Consumer Psychology, 1(4), 337-364.
Shiffman, S., & Prange, M. (1988). Self-reported and self-monitored smoking patterns. Addictive Behaviors, 13(2), 201-204.
Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526-537.
Snyder, M. (1979). Self-monitoring processes. Advances in Experimental Social Psychology, 12, 85-128.
Snyder, M., & Gangestad, S. (1986). On the nature of self-monitoring: Matters of assessment, matters of validity. Journal of Personality and Social Psychology, 51(1), 125-139.
Stephan, E., Sedikides, C., & Wildschut, T. (2012). Mental travel into the past: Differentiating recollections of nostalgic, ordinary, and positive events. European Journal of Social Psychology, 42(3), 290-298.
Stern, B. B. (1992). Historical and personal nostalgia in advertising text: The fin de siecle effect. Journal of Advertising, 21(4), 11-22.
Taute, H., & McQuitty, S. (2004). Feeling good! Doing good! An exploratory look at the impulsive purchase of the social good. Journal of Marketing Theory and Practice, 12(2), 16-27.
Trope, Y., & Liberman, N. (2003). Temporal construal. Psychological Review, 110(3), 403-421.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological distance: Effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83-95.
Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological review, 117(2), 440-463.
Unger, L. S., McConocha, D. M., & Faier, J. A. (1991). The use of nostalgia in television advertising: A content analysis. Journalism Quarterly, 68(3), 345-353.
Vallacher, R. R., & Wegner, D. M. (1987). What do people think they're doing? Action identification and human behavior. Psychological Review, 94(1), 3-15.
Vallacher, R. R., & Wegner, D. M. (1989). Levels of personal agency: Individual variation in action identification. Journal of Personality and Social Psychology, 57(4), 660-671.
van Tilburg, W. A. P., Sedikides, C., & Wildschut, T. (2015). The mnemonic muse: Nostalgia fosters creativity through openness to experience. Journal of Experimental Social Psychology, 59, 1-7.
Werman, D. S. (1977). Normal and pathological nostalgia. Journal of the American Psychoanalytic Association, 25(2), 387-398.
Wilcox, K., Kramer, T., & Sen, S. (2010). Indulgence or self-control: A dual process model of the effect of incidental pride on indulgent choice. Journal of Consumer Research, 38(1), 151-163.
Yan, D.F., & Sengupta, J (2011). Effects of construal level on the price-quality relationship. Journal of Consumer Research, 38(2), 376-389.
Yan, D., & Sengupta, J. (2011). Effects of construal level on the price-quality relationship. Journal of Consumer Research, 38(2), 376-389.
Yun Lee, Jing Wang, and Catherine Cole (2011). Unveiling the underlying mechanism for the matching effect between construal level and message frames: How and why do matches between gain versus loss frames and construal levels enhance persuasion? Consumer Research, 39, 876-878.
Zhao, G., Muehling, D., Singh, S., & Chai, J. (2011). Consumer chronic affect and persuasiveness of nostalgia advertising appeals. In Dahl, D. W., Johar, G. V. and Van Osselaer S. M. (Eds.). Advances in Consumer Research, 38, 828-829. Duluth, MN : Association for Consumer Research.
Zhou, X., Wildschut, T., Sedikides, C., Shi, K., & Feng, C. (2011). Nostalgia: The gift that keeps on giving. Journal of Consumer Research, 39(1), 39-50.
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code