廣告中的空間視覺因素，總會提供消費者在觀看廣告時一些線索，因為消費者對於空間位置上有不同的的認知，行銷領域的學者早已對相關的議題如置入廣告在網頁中的擺放位置、產品在廣告中的擺放位置等與消費者的認知做一研究。對行銷者來說，了解消費者的想法，讓廣告中的空間配置成為有利於對產生正面評價的線索。本研究加入「價格」和「產品」圖片兩者相對位置，探討兩者間左右相對位置對消費者可能產生的影響，另外結合影響消費者心理思考模式的解釋水平變數，希望為產品與價格左右空間配置的研究上，開拓一新的篇章。
本研究以實驗設計法探討產品-價格左右相對位置(價格置於產品左邊vs.價格置於產品右邊)，搭配消費者不同的解釋水平(高解釋水平vs.低解釋水平)，使其在產品評價上的反應。透過三個實驗，從思考模式、時間窗和產品價值三個面向來操弄解釋水平的高低，增加研究的外部性。
研究結果指出，當消費者使用低解釋水平時，廣告中價格置於產品的右邊會比價格置於產品的左邊使消費者有較高的產品評價；當消費者使用高解釋水平時，廣告中反而價格置於產品左邊會比價格置於產品右邊使消費者有較高的產品評價，消費者對產品的知覺品質可用來解釋此交互作用的產生背後的機制。本研究的發現提供了行銷人員在設計廣告時空間配置上更多的考量，並可將解釋水平應用在廣告的內容中，提高廣告對於產品評價的影響效果。

Previous research has demonstrated visuals of products and price can impact consumer perceptions. The current research proposes that product-price left-right placement in and ad affects consumers’ product evaluation.
The current research uses experimental design to examine different product-price left-right placements (price left, product right vs. price right, product left) on product evaluation. Construal level (high vs. low) is proposed to moderate the relationship between product-price left-right placement and product evaluation. This research further explores three dimensions of construal level: mindset, time window and product value. The three experiments can enhance the generalizability of this research.
The results indicate that, placing price right and product left will generate more favorable product evaluation than placing price left and product right when people use low construal level to process the information. Opposite results are found when people use high construal level to process information, people have more favorable product evaluation when seeing price left and product right in an ad. Perceived product quality serves as the underlying mechanism behind the aforementioned phenomenon. The findings provide marketers insights regarding how to design and make use of construal level to enhance their advertising effects.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 2
第四節 研究目的及問題 6
第五節 研究架構與研究流程 7
第二章 文獻回顧 9
第一節 前言 9
第二節 左右相對位置 9
第三節 消費者觀看廣告中產品價格所引發的情緒反應 17
第四節 解釋水平理論 18
第五節 小結 24
第三章 研究假設發展與前測 25
第一節 前言 25
第二節 研究假設與架構 25
第三節 實驗的建立 30
第四節 前測一 31
第五節 前測二 39
第六節 小結 48
第四章 實驗一設計與分析 49
第一節 前言 49
第二節 研究變數操作型定義與衡量 49
第三節 研究設計 53
第四節 實驗一結果分析 55
第五節 小結 66
第五章 實驗二設計與分析 67
第一節 前言 67
第二節 研究變數操作型定義與衡量 67
第三節 研究設計 70
第四節 實驗二結果分析 72
第五節 小結 82
第六章 實驗三設計與分析 83
第一節 前言 83
第二節 研究變數操作型定義與衡量 83
第三節 研究設計 86
第四節 實驗三結果分析 88
第五節 小結 101
第七章 結論與建議 102
第一節 前言 102
第二節 研究結果討論 102
第三節 研究貢獻 106
第四節 研究限制 110
第五節 未來研究建議 112
第六節 小結 114
參考文獻 115
附錄一 前測二問卷 124
附錄二 實驗一問卷 1 (價格在產品左邊x高解釋水平) 127
附錄二 實驗一問卷 2 (價格在產品左邊x低解釋水平) 131
附錄二 實驗一問卷 3 (價格在產品右邊x高解釋水平) 135
附錄二 實驗一問卷 4 (價格在產品右邊x低解釋水平) 139
附錄三 實驗二問卷 1 (價格在產品左邊x時間窗長(高解釋水平)) 143
附錄三 實驗二問卷 2 (價格在產品右邊x時間窗長(高解釋水平)) 147
附錄三 實驗二問卷 3 (價格在產品左邊x時間窗短(低解釋水平)) 150
附錄三 實驗二問卷 4 (價格在產品右邊x時間窗短(低解釋水平)) 155
附錄四 實驗三問卷 1 (價格在產品左邊x享樂價值(高解釋水平)) 159
附錄四 實驗三問卷 2 (價格在產品右邊x享樂價值(高解釋水平)) 163
附錄四 實驗三問卷 3 (價格在產品左邊x實用價值(低解釋水平)) 167
附錄四 實驗三問卷 4 (價格在產品右邊x實用價值(低解釋水平)) 171

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